The Clio Image Awards, a fashion- and beauty-focused extension of the Clio legacy recognizing creative excellence in advertising, design, interactive and communications, will present Sarah Jessica Parker with the first Honorary Award tonight at The Pierre hotel in New York.
This story first appeared in the May 7, 2014 issue of WWD. Subscribe Today.
The actress, designer and humanitarian will be lauded for her creative work. The award is meant to recognize a career of creative contributions to the fashion and beauty industries.
Synonymous as her Carrie Bradshaw character on “Sex and the City” was with fashion, Parker has ventured into the fashion business in a more substantial way. This year, she launched a signature SJP collection of shoes, handbags and trenchcoats in association with George Malkemus 3rd of Manolo Blahnik. The mother of three is also widely known for her red-carpet appearances at numerous fashion industry events.
She also serves on the board for the New York City Ballet and is a UNICEF ambassador. In the fall of 2009, the Obama administration elected her to be a member of the President’s Committee on the Arts and the Humanities.
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“Sarah Jessica Parker’s creative vision is expressed throughout her storied career, from her fashion brand to her iconic film and television characters to her support for the arts,” said Clio executive vice president Nicole Purcell. “It’s our honor to toast her achievements at this year’s event.”
Parker’s friend Andy Cohen, host and executive producer of Bravo’s late-night interactive talk show “Watch What Happens: Live” will host the gala. He will also present the award to her. In the fall, the pair, who have reportedly been friendly for 20 years, appeared on the cover of the inaugural issue of the quarterly lifestyle magazine FourTwoNine.
John Varvatos, photographers Inez van Lamsweerde and Vinoodh Matadin, “The Exes” actor David Basche and “Orange Is the New Black” actress Alysia Reiner are expected to be in the crowd. There will also be plenty of industry types, including Malkemus, Ralph Lauren’s Alfredo Paredes, Publicis Worldwide’s Erik Vervroegen, Diane von Furstenberg’s Eran Cohen and Rent the Runway’s Jennifer Fleiss.
The Clio Image Awards, with media partner WWD, will include two types of recognition. Besides the Honorary Award, the Clio Award recognizes work that pushes creative boundaries and demonstrates ahead-of-the-curve thinking.
Geared for excellence in advertising, design and communications, the Clio Awards maintains its original commitment to celebrate and reward creative excellence, “honoring a powerful form of communication and its impact on modern culture,” according to the company. At the same time, the awards “remain focused on evolving with the industry in order to acknowledge the most current, breakthrough work.”
Following are the Grand Winners, chosen as best in show in the various media. Other category winners in disciplines from Digital/Mobile to Public Relations, Video/Film to Print to Integrated Campaigns will be revealed at the gala. There is also a student competition with entries from such design schools as the School of Visual Arts in New York. A full list of finalists is available on the clioimage.com Web site.
— Rosemary Feitelberg
PRINT — PRESTIGE
Product/Service: Alexander McQueen
Title: “Spring/Summer 2014”
Entrant: Charlene Short
Company: KiDS Creative
City: New York
Backstory: KiDS’ first campaign for Alexander McQueen riffs on “a Peeping Tom-inspired drama wrought with passion and desire and…even a little fear,” according to the company. It features Kate Moss as the central figure in a “mysterious murder plot” viewed through the eyes of “villain” Steven Klein, the campaign’s photographer.
The inspirations are wide-ranging and include tribal priestesses and ostrich-feathered Zulu queens, as well as nods to Pablo Picasso’s African period.
“KiDS infects the simple narrative with rich symbology to reel viewers deep into the collection world, and bring Alexander McQueen’s legacy of storytelling back to the forefront of its brand image,” the company stated.
— Marc Karimzadeh
PRINT — PRESTIGE
Category: Short form
Product/Service: Wren fall 2014
Title: “First Kiss”
Entrant: Melissa Coker
City: Los Angeles
Backstory: Wren designer and founder Melissa Coker has always produced short films or edgy content to promote each season for her seven-year-old contemporary brand (she has collaborated with Gia Coppola and Kirsten Dunst on past projects).
“It’s in our DNA to do things differently when it comes to marketing and campaigns and be as creative as possible and put content first,” said Coker. “One thing I said to the director [Tatia Pilieva] is, ‘The last thing I want to see is a close-up of a skirt.’”
She met Pilieva in the Nineties and the two came up with the idea to film strangers kissing for the first time. So far, the video has been viewed more than 81 million times on YouTube, making it the most-viewed branded apparel video of all time. At one point, Wren’s e-commerce sales even spiked by 14,000 percent (yes, fourteen-thousand).
For Coker, the most exciting result of the attention has been that larger companies have approached her about collaborating or consulting on branding.
“It shines a light on how the digital space is an equalizer, content is king and the audience controls their experience,” she said.
— Marcy Medina
FILM — MASS
Category: Series campaign
Product/Service: Jack & Jones
Title: “Made From Cool”
Entrant Name: Trine Eisinger
Company: & Co.
Backstory: “A campaign made to revitalize the Jack & Jones brand with a universe created for the coolest man on earth — Christopher Walken,” is how Trine Eisinger of & Co. describes the short films featuring Walken as a tailor, knitting, sewing, cutting and shearing a sheep set to Nick Cave’s 2013 song “We Real Cool.”
The series of five films got more than six million organic views on YouTube and was picked up by more than 75 men’s fashion blogs.
— Jessica Iredale
PRINT — PRESTIGE
Title: Brand Campaign: “Never Hide”
Entrant: Claire Langet
Backstory: For Ray-Ban’s brand campaign, Marcel aimed to appeal to the individual spirit in markets around the world, while tapping into the brand’s “Never Hide” story. This set of images was designed to tell “Never Hide” stories across print, point of sale and outdoor.
Erika Ferszt, global advertising, media and digital director at Luxottica (which produces Ray-Ban) said of working with Marcel, “This is one of those rare partnerships where the relationship and the work keep getting better as time goes on, thanks primarily to their passion, creativity, humility and the incessant desire to do something outstanding.”
— Lauren McCarthy
PARTNERSHIPS & SPONSORSHIPS — PRESTIGE
Title: “The Dog Walk Campaign”
Entrant: Lindsey Brandt
Company: Ralph Lauren
City: New York
Backstory: The international Dog Walk campaign offered a chance for Ralph Lauren to partner with the American Society for the Prevention of Cruelty to Animals and other leading global animal rescue organizations to raise awareness in support of animal welfare.
A longtime dog lover, Lauren has featured dogs in his ad campaigns for 45 years. Highlighting standout pieces from the fall 2013 accessories collection and starring rescue dogs, the campaign launched in October and coincided with Adopt-a-Shelter-Dog Month.
The video spotlights Lauren’s accessories from a dog’s-eye view. It shows Lauren-clad models walking their dogs through the streets of New York and Paris. Dogs are seen sleeping in a handbag, being carried in a bicycle basket or being walked in front of the Ralph Lauren store. Chic leather leashes, doggie sweaters and scarves make up the pups’ wardrobes.
Lauren donated 10 percent of the sales of select merchandise featured in The Dog Walk campaign to benefit the ASPCA, the U.K.’s Battersea Dogs & Cats Home and the Korean Animal Welfare Association, among others. The campaign, originally set to run Oct. 15 through Nov. 15, was so successful that it was extended through the holiday season, the company said.
So far, the Dog Walk video has been seen by more than 962,000 people worldwide. Some 1.2 billion impressions have been created globally via broadcast, print, digital, pro-bono, paid ads and social media.
— Lisa Lockwood
ENGAGEMENT/EXPERIENTIAL — PRESTIGE
Category: Other events
Product/Service: Marc Jacobs Daisy/Fragrance
Title: “Marc Jacobs Daisy Tweet Shop”
Entrant: Nancy Anderson
Company: Coty Inc.
City: New York
Backstory: The saying goes that nothing in life is free. While most pop-up shops require payment when purchasing an item, Marc Jacobs Daisy Tweet Shop embraced “social currency.”
During New York Fashion Week, Marc Jacobs and Coty Prestige opened a concept store to thank loyal customers and encourage them to share their experience on social media. By snapping photos and posting messages with the hashtag #MJDaisyChain to Twitter or Instagram, consumers were awarded with Marc Jacobs-branded gifts when they exited the store. “With an already loyal following, we knew that the ‘Daisy Girl’ loved the Daisy Marc Jacobs fragrance and enjoyed sharing her world on social media,” said Steve Mormoris, senior vice president, global marketing, American Prestige Brands, Coty. “For Coty, it provided the opportunity to be a game-changer in the fragrance sector, acting as pioneers, bravely embracing social media.”
— Jayme Cyk
OUT OF HOME — MASS
Category: Billboard campaign
INTEGRATED CAMPAIGN — MASS
Category: Integrated campaign
Product/Service: Gap Holiday 2013
Title: “Make Love”
Entrant: Heather Johnson
Company: Peterson Milla Hooks
Backstory: “‘Make Love’ is a great example of the work we love to do — it’s simple, expresses a point of view, and does it with a little wink,” said Tom Nowak, president of PMH.
“When you boil it down, the holidays are all about love, and Gap’s 2013 holiday campaign invited the world to make more of it,” added Dave Peterson, PMH’s creative director. “The “Make Love” campaign celebrated amazingly gifted people and pairs who are putting lots of love out into the world — through their art, music, humor and philanthropy.”
— David Moin
DESIGN — PRESTIGE
Category: Architectural design
Product/Service: Ralph Lauren Architectural Design
Title: “Store Opening of RRL Omotesando in Tokyo, Japan”
Entrant: Christine Siebold
Company: Ralph Lauren
City: New York
Backstory: Japan’s first freestanding Double RL store threw open its doors in November in the Omotesando shopping district, adjacent to the Ralph Lauren Tokyo flagship.
The design was inspired by American industrial factories and power plants, a highly desirable aesthetic in Japan. The Double RL brand was conceived as a tribute to the independent spirit of the untamed American West and the industrious blue-collar worker. The brand name and logo were derived from Ralph Lauren’s working RRL cattle ranch in Colorado.
The Double RL collection comprises authentic American-made hand-finished selvedge denim, indigo dyed chambray work and western shirts, military-grade chinos and tube-knit T-shirts. Rounding out these iconic styles are seasonal items, bringing new colors, fabrics and weather-appropriate styles to the collection, along with a complete line of accessories including handmade belts, bags and leather goods.
PUBLIC RELATIONS — MASS
Category: Brand development
Product/Service: Adidas Boost
Title: “Charge the City With the Energy of Running”
Entrant: Oxana Klichnikova
Backstory: “In 2013, Adidas introduced running shoes with unique boost technology that provides energy recharge,” said Oxana Klichnikova. “Our objective was to demonstrate this advantage, and we thought if Adidas Boost can return runners’ energy, would it be possible to collect the energy of many runners and use it for one good deed?
“To answer this question, we created the project ‘Charge the City With the Energy of Running.’ The goal was to create a unique experience for runners, based on the new Adidas technology — boost — which gives energy recharge, to involve runners and opinion leaders into Adidas activities, and increase brand awareness. We also wanted to position Adidas as a brand which turns running from a hard workout to a valued activity.”
Explaining the approach to Russian consumers, Klichnikova said, “In most cases, branded entertainment in Russia is shaped around selling goods, and as much as possible, placement of logos. There is little branded entertainment where the product is organically implemented into events, many activations are not interactive, and users don’t want to interact with the brand. As soon as we set a big human idea, people start to participate in races with mobile generators without additional implementations. We believe that’s why the campaign won a Clio Image Award.”
— Karyn Monget
DIGITAL/MOBILE — PRESTIGE
Product/Service: Burberry Beauty/Lips
Title: “Burberry Kisses: A Google Art, Copy & Code Project”
Entrant: Eric Green
City: Norfolk, Va.
Backstory: Sealed with a virtual kiss, Burberry and Grow created a digital campaign called Burberry Kisses to forge a connection between users and the brand. Aimed at Millennials, the campaign allowed consumers to take a photo of their lips enhanced with a Burberry lipstick color with a Webcam or mobile phone and send personal messages to their loved ones. Once the letter was sent to a friend on Google+, both could watch it travel across the world in a 3-D landscape of familiar landmarks.
Users and receivers could see an interactive map of people sending kisses around the world in real time.
— Jayme Cyk
PRINT — MASS
Title: Flower Show Poster
Entrant: Helane Blumfield
City: New York
Backstory: Macy’s Flower Show, which was held March 24 through April 7, carried the theme “The Painted Garden” and was inspired by India.
Helane Blumfield, Macy’s senior vice president and creative director, commissioned an illustration that features exotic flora and fauna, a peacock and an elephant draped in a vibrant textile of red and fuchsia. The elephant has an ornate headdress, a howdah on its back, henna paintings on its legs and trunk and jewels on its ankles.
“We wanted to elaborate on the architecture of India and the lavish gardens and spice garden colors,” Blumfield said. “We do a sketch and mood board and illustration layout. We like to make it come to life and have the theme of the show in the art work. One of the exciting things about the flower show is that we can use illustrators.”
Illustrator Olaf Hajek took a whimsical approach to the assignment, painting pink and red hills against a blue-green sky. A garland of unusual flowers in colors from yellow and orange to blue-black arches over the elephant. “[Hajek] made it look like a story within the poster,” Blumfield said, adding that a sculpture of an elephant stood front and center at the Herald Square flagship during the flower show. “I love the colors and the bohemian vibe to it.”
— Sharon Edelson
DIGITAL/MOBILE — MASS
Category: Social Media
Product/Service: Uniqlo Dry Mesh
Title: “Uniqlo Storms Pinterest”
Entrant: Brittney Zimmerman
City: New York
Backstory: In an attempt to target active, on-the-go consumers, Uniqlo turned to New York-based digital agency Firstborn to promote its Dry Mesh T-shirts via a Pinterest blitz. It was all part of the brand’s Uniqlo Innovation Project.
The goal of the campaign was to attract the attention of users via a branded visual experience. Firstborn designed a series of images that fell under five categories within UIP: men’s apparel, women’s apparel, geek, fitness and sports.
Then, using more than 100 shell accounts, Firstborn pinned these images simultaneously, appearing to followers as an animated branded mosaic on their feeds. Users didn’t have to follow Uniqlo to experience this — the Dry Mesh T-shirt mosaics also appeared for all users.
— Rachel Strugatz