This November, we organized a Party inspired by Japan in order to reposition the Superdry brand.
We wanted to maintain consumer & cultural relevance through a high impact brand experience that will position Superdry at the centre of the conversation in Serbia and to attract the attention of consumers 25+, motivate and encourage them to become fans of the brand.
This is how, a concept specially adapted to this population was born.
We started the teaser campaign by carefully selecting influencers, whose outfits were created in a way to show a new perspective on the bold combination of different pieces of the autumn/winter 2023 collection.
Nikolija Jovanović, Sajsi MC, Marko Nastić, Tadija Dragićević, Slaven Došlo
with their authenticity, contributed to this campaign expanding its borders and reaching through social networks to all those who did not have the opportunity to get to know the brand before and motivating them to become part of the SUPERDRY CREW.
Special attention was paid to adapting the exterior and interior of the Dim space to Japanese street-style, and all activations are imbued with Japanese culture.
Neon outlines of traditional houses from the Far East, lanterns, Nissan 200sx cars, hidden in smoke allowed guests to experience the mystical world of the Orient from the very first step.
The press wall made of glass and neon lights followed the visual standards of the brand and the party.
An unusual view of serving sushi, in the NYOTAIMORI way - which involves the artistic performance of presenting sushi on the body of our famous cabaret dancer and performer.
Several bodypaint artists greeted guests at the entrance and drew hiragana letters on their faces.
It served as sort of a ticket to the party and a sign that they are a part of the Superdry crowd.
During the party, Aleksandra Petković, known as TheKraljica Vila, our most famous street art artist, performed live graffiti painting and transferred colorful Japanese culture to a 3m canvas, positioned on the central wall of the space.
At the event itself, guests were able to get acquainted with the live technique of tattooing in the traditional Japanese style, which is characterized by great complexity and requires extraordinary skill.
Two tattoo masters demonstrated the tattooing of Japanese symbols such as - dragons, samurai, geisha...
The choice of catering was in line with the theme - we served Japanese cocktails, and Taiyaki lucky fish - which is a favorite delicacy on the streets of Japan.
GALERIJA BELGRADE
Social media campaign
In order to create a buzz about the opening of Galerija Belgrade, 24 popular domestic TikTok and Instagram influencers were engaged in a social media campaign, photographed by a famous photographer Miša Obradović. Short and witty clips were posted all over social media and announced the opening of the biggest shopping centre in the Balkan region.
GALERIJA BELGRADE RESIN ROLE
Copywriting, Photography, Creative video production, OOH campaign, Event management, PR DATE
October 2020