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Activating a new brand idea in the US.
A campaign centred on five major US cities that aimed to question traditional views of “wealth” portrayed in media and culture.
Outdoor sites such as Times Square featured alongside Forbes, Conde Nast and Modern Luxury as well as digital and social.
Sharpened by a return to post-pandemic work, this campaign took a new position for the brand. That the ‘wealthiest’ of us might be the ones willing to be led by their own values.
