TELFAR

Task:

Come up with a social first, the attention-grabbing idea that makes Telfar the most talked about brand at next year’s New York Fashion Week that embodies Telfar’s purpose “not for you, for everyone”


Insight:

When it comes to BIG fashion runway moments…

People tend to only pay attention to the show or the image and never the ones behind the scenes making it happen.




Idea:

“Meet your Makers”

Interactive Website //

Launch an interactive website where users can explore a virtual Telfar backstage. Visitors can click on different areas of the set, like makeup stations or styling corners, to meet the behind-the-scenes creatives. Each team member will share their personal story, emphasizing Telfar’s message of “not for you, for everyone,” and users can browse their Telfar-styled looks.

Pinterest Takeover //

Throughout Fashion Week, Telfar will release daily posts showcasing unfinished runway looks. As users engage with the posts (via likes, shares, or comments), the posts will "unlock" the behind-the-scenes prep team responsible for the look. Each team member will be featured in a custom Telfar outfit, embodying the brand’s ethos of inclusivity and celebration of all contributors.

Tik Tok Takeover //

Encourage users to create and share TikTok videos that spotlight their own behind-the-scenes team—whether it’s in fashion, content creation, or any other creative field. They should show how their team contributes to the final product, similar to the behind-the-scenes focus of the Pinterest campaign.

Challenge Details:

  1. Participation Guidelines:

    • Create a TikTok video showcasing your team’s hard work and creativity.

    • Use the hashtag #MeetYourMakers and tag Telfar.

    • Share the video with your followers to gain traction.

  2. Engagement:

    • Telfar will feature the best videos on its official TikTok and Instagram profiles.

    • Engage with participants by commenting and sharing standout entries.

  3. Grand Prize:

    • The winners will receive an exclusive trip to the next Telfar fashion show.

    • They’ll get a VIP experience, including a behind-the-scenes tour and the chance to meet the Telfar prep team and see their work up close.

  4. Final Reveal:

    • Announce the winners in a special TikTok video that also highlights some of the top user submissions.

    • Share snippets of their trip and experiences at the fashion show, reinforcing the idea of celebrating behind-the-scenes work.