#BeBold

Agency: MediaCom

This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement.

ellesse – an established brand but with very low awareness - challenged us to create an online moment that punched well above its weight and would resonate with a tough new audience. And that’s exactly what we did. Based purely on an original strategy and idea from MediaCom UK, we re-invented online shopping as an entertainment event with the world’s first live shoppable concert on TikTok, starring ellesse brand ambassador and gen-Z favourite, Zara Larsson. Resulting in 4.2 billion hashtag views, 92 million social engagements and a whole new way of shopping.