PLAY
THE LIFE
GAME The Campaign →
This was an exercise in reinforcing Baggit’s credentials as a fashion accessories brand. A brand that provides its audiences a platform where they can ‘play’ any part they want. Through life’s twists, turns, glories and shortcomings, Baggit is an ally for our audience when they want to express themselves.
- Strategy
- Identity
- Digital
- Retail
- Communications
In a day and age where a core idea as the foundational pillar on which brands are built seem irrelevant, our re-positioning for Baggit not only helped reinvigorate the brand but also paved the way for long term relevance. The #PlayTheLifeGame idea has not only helped trigger multiple hero campaigns but also became the basis for a larger creative and content effort for the brand. Most importantly, it helped meet the core objective of the exercise: helped re-launch Baggit as a fashion brand.
During our association with the brand, we supported the brand across multiple touch points including off-line, digital/e-commerce, social, retail/spatial, events, fashion weeks and promo led efforts. It was a full stack that took a holistic view to creative outcomes.
BRAND IMPACT
#PlaytheLifeGame continues to remain a rallying call for the brand multiple years after we re-launched it. It is a testament to our belief in the power of building brand’s around compelling ideas that cut through the category clutter.