The brief involves digital, user-generated social media and ‘customer-curated’ events, as well as retail experiences.
"[The brief] was originally an EMEA-focused campaign but The Tailor’s solution worked so well we decided to take it global," said New Era creative director Astri Thomas Saunders.
"The campaign has been created to further establish the diversity of the New Era brand to our core consumers and to target tastemakers and key influencers."
The New Era campaign has elements taking place in locations worldwide, including London, Paris and New York.
The new campaign is based around a creative competition that can be entered via the New Era website, with digital, viral, guerrilla and social media used to amplify and promote the competition. A total of 80 winners will then have two weeks to customise a New Era cap and document the process, their influences and inspiration.
A touring gallery show will feature in each country, showcasing the 80 winning caps from all regions. This tour will be supported digitally by viral films and experiential guerrilla activity, which will take place in all of the territories.
New Era is famous for being the main provider of baseball caps to the American baseball leagues, but has evolved and now positions itself as a ‘lifestyle’ brand. The Tailor of Shoreditch founder Ian Irving said the New Era win, plus one other, will "enable the agency to establish a permanent New York offering in the very near future".
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