Pepe Jeans - One jacket
Reach: 3 million users
Pepe Jeans wanted to raise awareness around their new Custom Studio tool to personalize clothes, for what they carried out a fake auction in which an exclusive Star Wars motive denim jacket was on sale under the -theoretical- price of 100.000 $.
The new of the most expensive jacket in the world was quickly scattered all over the media in different countries, feeding multiple theories. We took care of spreading the word across Germany and France, with different fashion and humor profiles that created and shared related contents.
After a stage of expectation, the fake mystery was revealed along with the campaign's tagline: what's unique, is priceless.