How to be present within the fifth largest fashion week in the world and create a nationally relevant conversation? To celebrate the new line of Coca-Cola glass bottles and reinforce the brand's connection with the fashion and art territory, we created the perfect accessory to make this moment even more special.
A collection of paper straws co-created with the top designers of São Paulo Fashion Week. We invited Alexandre Herchovitch, Helo Rocha, Lolitta, À La Garçonne, Patbo, Vitorino Campos and Coca-Cola Jeans to bring the style of their collections to a limited edition of Fashion Straws. The straws were available at the event in an immersive art gallery with giant straws. Our space was the stage for a light installation that captured videos in real-time for Instagram of relevant influencers with the straws.
Coca-Cola has sponsored SPFW for years and had initiatives that were restricted to the audience that attended the fashion show. The strategy was successful in creating a conversation that put the product as the protagonist and surpassed the gates of the event: Fashion Straws became fashion editorials at Vogue, had television coverage, and the hashtag #TasteTheFeeling reached the same level of reach as brand coverage at the 2016 Olympic Games.