#IYKYK

ABOUT THE PROJECT

The ask: drive awareness and engagement for the worldwide launch of Rihanna's Savage x Fenty Vol. 3 Fashion Show available exclusively on Amazon Prime Video. 

The result: Savage in the Streets; an advertising stunt and live billboard stopped traffic and owned cultural relevance with a week-long streetfront takeover in the heart of SoHo, NYC; turned multi-story floor-to-ceiling windows into a larger than life immersive experience. 

Savage in the Streets piqued consumers interest with a teaser countdown days before it dropped on Amazon Prime Video. On the night the streaming launch premired, surprise and delight took over the cultural conversation with never-before-seen content and a one-night-only live show that brought the energy, visuals, and sound from Rihanna’s Fashion Show with an adaptation designed for the streets of NYC. Straight off the runway, models from the fashion show performed wearing looks from the Savage x Fenty Fall ‘21 collection and an invite only backstage experience gave press and influencers an exclusive, up close, viewing of the collection. 

Branded windows remained up for days following the launch; the retail storefront, turned stunning OOH billboard, drove one of the most watched pieces of streaming content. Venue selection with 5 bus stops directly in front it maximizing constant engagement across the week-long multifaceted building takeover. The COVID proof campaign strategically delivered a safe consumer experience and defined a new path of advertising during the most unprecedented of pandemic times.

Rihanna’s brand ethos reined pure, with her reinvention of the fashion show, invited consumers to join her to turn up, show out, and celebrate togetherness and community. Nothing could stop this highly anticipated cultural moment.

Metrics:

115M+ Social Impressions

224K+ Social Engagements

1,800 Attendees

Agency: BMF Media