Marketing Plays: May 2019

May 30, 2019: NBCUniversal is teaming up with Lacoste during the 2019 French Open. Throughout Novak Djokovic’s Roland Garros matches, fans will be able to hold their phone cameras up to the screen during “On-Air Shoppable Moments” to nab Lacoste X Novak Djokovic styles. This marks the launch of ShoppableTV, NBCU’s new platform that allows shoppers to buy products onscreen while watching NBC television programming.  NBCU plans to further use ShoppableTV across its portfolio going forward, with the aim of getting viewers to purchase brands they love in real-time.

novak djokovic, lacoste, french open 2019, nbcu
Novak Djokovic on the court during his May 30 French Open match.
CREDIT: Shutterstock

May 27, 2019: “Stranger Things” star Finn Wolfhard has been tapped to join the Saint Laurent family. The 16-year-old fronts the French fashion house’s men’s fall ’19 campaign. The ads, along with an accompanying video, were shot by photographer David Sims. The label and its creative director, Anthony Vaccarello, made the announcement with a series of posts on Instagram where fans immediately likened Wolfhard’s rockstar look to a young Bob Dylan. He is seen wearing a polka-dot shirt, tie and striped suit jacket with patent leather boots and sunglasses.

Finn Wolfhard YSL
“Stranger Things” star Finn Wolfhard in Saint Laurent’s fall ’19 campaign.
CREDIT: David Sims

May 16, 2019: For its summer campaign, dubbed Call of the Wild, Vince Camuto has tapped a new face: Instagram star Jasmine Sanders (@golden_barbie), who boasts more than 3.4 million followers and is now appearing in the 2019 Sports Illustrated Swimsuit issue. The ads were shot in studio by photographer James Macari and feature the brand’s dressy and casual apparel, paired with footwear and handbags done in rich exotics and mixed animal prints. The global campaign includes digital and out-of-home placements, and will appear on social media around the hashtag #StandOutStyle.

Vince Camuto Campaign Jasmine Sanders
Jasmine Sanders in a campaign for Vince Camuto.
CREDIT: Courtesy of Vince Camuto

May 14, 2019: The Cannes Film Festival kicks off today, and Giuseppe Zanotti is celebrating with a suitably glamorous release of his own: the Croisette Crystal, an early drop from his fall ’19 collection. The mule, named after the French city’s famous boulevard, comes in black suede with glittering microcrystal embellishment Available as a stiletto, a flat and with a 4-centimeter block heel, its finely crafted leather straps are specially designed for maximum comfort. “For me, Cannes is the epitome of red carpet elegance,” said the designer. “I wanted to dazzle and shine in the most sensual way possible.” Exclusively available at Giuseppe Zanotti’s Cannes boutique, other select Giuseppe Zanotti shops and Giuseppezanotti.com.

Giuseppe Zanotti Croisette Crystal mule.
Giuseppe Zanotti Croisette Crystal mule.
CREDIT: Zanotti

May 7, 2019: Giannico has created a whimsical film to showcase its spring ’19 collection. The short features classical ballet dancer Christelle Cenerelli putting the season’s styles through their paces onstage. But while she may be more accustomed to dancing in ballet flats, she didn’t let an 110-millimeter heel get in the way of her performance. The collection also arrived at Milan’s La Rinascente today, and to celebrate, the department store has dedicated a special window to the label. Until May 13, the Piazza Duomo vitrine is featuring a rainbow-colored display of Giannico’s signature Daphne mules in pink, blue, green, yellow, orange, red and silver glitter.

Giannico spring '19.
Giannico spring ’19.
CREDIT: David Hatters, Giannico


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