We led The Glen through a multi-year brand evolution as part of their $430 million redevelopment, helping them speak to the youth market. With the uprising of a global generation who use style as self-expression, we dismissed the traditional approach to a fashion campaign and brought together a new generation of free-thinking artists, writers and musicians with one common goal— to show the world who they are and inspire others.
The campaign secured the participation of international brands H&M and Uniqlo to appear alongside national brands Mecca, Bonds, Sportsgirl, Forever New in a retail first.
The campaign narrative engaged a new following of like-minded thinkers,
doers and dreamers who emotionally connected to The Glen.
“The most effective social media campaign ever undertaken by The Glen.”
