vf x leanne morgan
Case Study
For decades, lingerie advertising has had one prevailing cliche, and that is: sex sells. But as a brand that supports women, Vanity Fair Lingerie thinks that’s a joke. So, we set out to change that. We teamed up with comedian Leanne Morgan to craft a joke at our expense and include it in her Netflix special. From there, we set out to support women across the nation on Leanne’s “Just Getting Started” tour. We created the The Vanity Fair Lingerie Support Award as our way of helping women start something new themselves.
A LITTLE BIT ABOUT OUR TRAVELING BOOTH:
Below is my mockup that we submitted to an experiential company in Nashville who helped us build this out - pretty close to the final result above huh!? Our exhibit traveled to 8 cities across the US, and withstood thousands of women stopping by/taking photos at our red carpet while enjoying refreshments pre-show. We wanted the booth to have a few interactive moments (besides the red carpet- which in this case is emerald because that’s VF’s signature color). We worked with local photographers in each city to bring a true-red carpet experience. We created an interactive panel on the front where women could submit their best advice to other women, while the display shuffled through the thousands of messages we received. And we also filmed some social content where we had women tell us inspirational moments of support they’ve received in their life. We used this content to launch and promote the Women Supporting Women Award.
