Tuesday, 1 February 2011

Girls by Girls in Rag & Bone - The DIY Project

Just when you thought Guerilla Marketing had seen better days, and the intimate, 'catching people in the act', shock photography of The Cobrasnake, Terry Richardson and American Apparel was fading away, Rag & Bone have brought it back to life with the DIY Project.

Taking away the photographer and just keeping the models, Edita Vilkeviciute, Abbey Lee Kershaw, Sasha Pivovarova and Lily Aldridge to be precise, Rag & Bone has launched a refreshing and catchy Spring 2011 campaign. Giving each model her own digital camera, asking her to wear Rag & Bone clothing and just snap away is a great idea (I know it's been done before, but not as an advertising campaign - correct me if I'm wrong!)

But then things get really interesting! Instead of just placing the ads in glossy mags, using outdoor advertising or spreading the word digitally, they're going old school. They're encouraging their customers and fans to go out fly posting and to cover their city in these ads. You can download any of the 8 posters (with tear off Rag & Bone slips), take some tape or a stapler and get involved. What do the participants get out of it? Everyone that emails Rag & Bone with a picture of what/how/where they've fly posted gets entered into a competition to go to New York Fashion Week.

Pretty cool campaign. Spread the word!


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