When the old MYER Emporium was demolished and reimagined to become Australia's most iconic shopping destination, a relaunching campaign was needed. So 'Reimagine' became the idea for the entire campaign.
We reimagined a fashion collection for Emporium Melbourne retailers. This experiential event involved customising six life-size 'Fantasy' dolls, styling them in the latest runway looks, complete with wigs and make-up. Each doll was rigged inside oversized 'Barbie' style boxes. The dolls were then revealed in a display case outside the Virgin Fashion Festival at Melbourne's Docklands. By hashtagging #emporiumreimagined together with a clever caption, people entered into a competition to win one of the dolls.