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Treadlite by UGG
 
Positioning & Brand Campaigns
HDF developed the brand launch for the emerging Italian luxury shoe brand, ZCD, as well as subsequent campaigns.

Challenges
  • To create a series of social and digital campaigns that establish ZCD as a true player in the luxury retail space
  • To manage complex and nuanced negotiations for our client ZCD with some of the highest paid models and millennial influencers in the business
  • To position the brand with messaging and visual language, and cultural affiliations, to resonate with their target demographic, a notoriously fickle one
Solution
  • Mining the founders story and the brand origins of being born from days spent on Formula 1 racetracks, and the desire for a chic and comfortable footwear that would resonate and be desireable to all ages, we crafted brand positioning and a tag line that would inform the work created for ZCD moving forward: ‘From Racetrack to Runway, Speedway to Roadway, ZCD offers luxurious essentials inspired by effortless glamour.’

    Next we scoured nationally to find the perfect racetrack as an iconic backdrop for the brand launch featuring two Victoria Secret Angels, Devon Windsor and Elsa Hosk, with over 2M and 3.7M followers respectively. For Spring, we moved into the studio with a vintage porsche and continued the racing theme with millennial royalty, Cami Morrone and Sistine Stallone.
Results
  • The brand now sits on the floor in Barney’s and other international luxury retailers
  • Through our negotiations and management of campaign-related social posts, ZCDs social currency and relevancy has grown exponentially
ZCD Montreal, Spring 2017
ZCD Montreal, Spring 2017
ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017
ZCD Montreal, Spring 2017
ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017 ZCD Montreal, Spring 2017

Photography: Frederic Auerbach 

Brand Launch
ZCD originally enlisted HDF to develop and launch their premiere campaign around the concept “From Racetrack to Runway”. We scouted race tracks nationally, ended up booking famous Homestead Speedway in Miami, engaged models and social influencers Elsa Hosk and Devon Windsor.
ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016
ZCD Montreal, Miami 2016
ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016

Photography: Rony Shram Styling: Kemal Harris Hair: Rodney Groves Makeup: Ingebord Engelsman

ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016 ZCD Montreal, Miami 2016

Photography & Design: HDF


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