CLIENT
Vogue
Sara Huang - Marketing Director
AGENCY
1. Giant Kung - Chief Creative Officer
2. Harper Chuang - Copywriter
3. Tung Wang - Copywriter
4. Sharney Chiang - Account Manager
5. Irene Chao - Account Executive
Ogilvy Hong Kong
1. Reed Collins - Chief Creative Officer
2. Stratos Efstathiou - Associate Creative Director
SUMMARY
To recruit new readers from Taiwan’s Gen-Z, Vogue turned their everyday wear, school uniforms, into a powerful statement, by launching the first-ever gender-neutral school “UNI-FORM” collection to encourage them to be their unique self. With $0 media spending, Project UNI-FORM made a hit for 27M impressions, equivalent to $251K earned media. Students from more than 81 schools requested for their school’s own designs, which was also an evidence of success of Project UNI-FORM and proved that Vogue won Gen-Z’s favor.
