Gingerbread Cookies + Dsquared + Anna Dello Russo + Jou Jou Villeroy + KitchenAid
Recipe:
Direction
Strengthen the link between online & offline communication strategies
Reach new client segments
Mass
Dsquared twins, Dean and Dan Caten, partnered up with Kitchen Aid and invited a group of influential journalists & bloggers to bake gingerbread cookies for Christmas. There was also the famous cake designer Letizia Grella to help the guests with their creations. To spice things up, every guest was asked to create one 'fetish' gingerbread man.
There were Dsquared products scattered around the huge kitchen they used for the event, as well as KitchenAid equipments.
Velocity
It seemed to me that this was rather 'an offline event' rather than a digital project. But thanks to Anna Dello Russo and Eleonora Carisi from Jou Jou Villeroy, the pictures from the event were leaked on Twitter and Instagram. As the theme was interesting, there were a few retweets of funny cookies. I searched on Google if there was any blog post about the night but the only thing I found was this video which sums up the whole thing and this post on Jou Jou Villeroy.
So, the project wasn't viral but it was interesting and could have made a great social media project if only there was some sort of app or something to create one's own 'fetish gingerbread man'.
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