At this point in time, ALDO had already been known for its striking visuals. There was a missed opportunity in brand messaging, and a new one for developing a brand voice.

With “Give Me ALDO”, we opened the conversation with our very large fan base, and the floodgates for UGC content -- a first for the brand. It was also a great way to introduce story-telling through product launches, like “Give Me The Kristina”. 

Big-time models Lindsey Wixon, Mengyao Ming, Jessica Stam, Jourdan Dunn and more were the face of this global campaign, all shot by Terry Richardson. In the end, our F/W launch campaign was a Clio Awards Fashion & Beauty finalist.

In this mega partnership with Elle Magazine, we created an interactive film with the US publisher where the audience would choose the outcome of our protagonist: would she be Dusk or Dawn? They could choose her fate and outfits, as well as shop the collection.

We also created a 10-page editorial spread "Give Me Shoes" for the US market, and "Walk on the Wild Side" for the UK market. To sustain the launch, we also had an ALDO x ELLE event in our New York Fifth Avenue store to launch our ALDO RISE x PREEN FW13 collection, and its zine. The brand narrative span from OOH to social posts, zine to blog, as well as editorial feature stories in both print and digital Elle US and UK magazines. Basically, it was massive.

We even did a men’s version with GQ at Soho store to launch Mr.B’s.

So. Much. Content.