In spring 2016, Marc Jacobs launched the “Daisy Daze” campaign and took to the streets of New York in a branded Uber. Daisy Daze, which leveraged design, strategy, marketing and content creation, recently earned the digital agency behind the awareness-generating effort, Sweden Unlimited, the “Best Campaign by a Beauty Brand” trophy at the Glossy Awards June 15.
“Today, when a clever tweet or a social media misfire can make or break a brand, it’s both challenging and terrifying to create an activation that delivers a sense of surprise,” said Leja Kress, CEO and co-founder of Sweden Unlimited, New York. “But without the unexpected, it’s difficult to be heard.
“In that kind of environment an out of home experience, done right, can really move the needle because it has the potential to deliver a brand to consumers in a totally unique way—like an Uber full of daisies—and that gets noticed,” she said.