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winner: Need For Tweed
This entry was a winner in the 6th Annual Shorty Awards which took place in 2014.
Enter now for the 7th Annual Shorty Awards.

Produced by

Leo Burnett New York

Categories

Luxury Goods Tumblr

About this entry

With the tweed industry in decline, Scottish brand Harris Tweed needed to connect its authentic heritage with a new generation of fashion culture in the USA. The Film ‘Argo’ had just been released, a true story of CIA Agent Tony Mendez who rescued American diplomats from Iran in 1979. In the film, Agent Mendez wears a Harris Tweed jacket. In 2013, we gave the real Agent Mendez a new Harris Tweed jacket at an underground event in New York City. As a the story struck a chord in arts and fashion culture, we then used the story to launch a new destination for Harris Tweed culture on Tumblr called ‘Need For Tweed’. The site had grown to feature collaborations with Harris Tweed and other brands including Nike, Range Rover, Supreme and UrbanEars. NeedForTweed.com has generated a new and growing following for Harris Tweed in American fashion culture –constantly promoting the brands authentic heritage amongst a new generation of fashion.- 320 million media impressions to date
- A new community and social media following built around the brand through 'Need For Tweed' platform
- Sales at highest point in 17 years with over 1 million meters of Harris Tweed sold in 2013


Why does this entry deserve to win?

http://needfortweed.com/

See other entries from 6th Annual Shorty Awards Best Use of Social Media for Luxury Goods