Cannes Young Lions 2023
BRIEF
Tolstoy is an e-commerce marketplace with a range of premium and luxury apparel brands. They launched in 2018 and
have been growing at a CAGR of 12%. What sets them apart is the range they showcase for most of the brands they feature.
They get most of the new ranges before the other e-commerce platforms. In fact, this is a key brand promise.
They also delight the customer with large, well photographed images of products (versus the staid ones you see on other websites) and
well written descriptions. Over the last year, they also set up physical stores in key metros to drive growth.
TASK
- Develop a positioning for the brand that makes it aspirational and desirable to affluent consumers. Since the brand was never seen on mainstream media, this can be considered a launch campaign.
- Create a drool worthy print campaign that creates conversations and move the brand into the consideration set of the TG.
- The campaign should build a high desire quotient with the objective of bringing in new customers and driving footfalls to their stores.
- Demographics: Women and Men 25-45 years; Metros; NCCS A
Transformation Video:
Scanning the QR code unlocks Kaavi's transformation story – from a person living on the streets to modeling for Tolstoy. Her journey begins with being discovered by a talent scout while she was homeless, which led to her signing a contract with Tolstoy. The footage captures her first day of the shoot, the breathtaking makeover, and her interaction with the stylist.
CREDITS: Art director: Komal More | Copywriter: Urvashi shakrani
