The 2016 Maven Awards
Activation Around a Brande Milestone, Key Event, or Product Launch
PGR Media for Keds
Keds partnered with Refinery29 to form the “Keds Collective” – a group of strong and powerful female celebrities to act as brand spokeswomen throughout the year and star in brand creative. This curated roster of influencers is from a range of backgrounds, including female entrepreneurs, musicians, digitally-native fashion influencers and makers. The stars are ideal spokeswomen because they’re all creative entrepreneurs who believe in female empowerment and are hardcore fans of the brand.
On February 10th in NYC, Keds celebrated their 100th anniversary by throwing a high profile part during NYFW, serving to honor the brand’s heritage and to spotlight its impact and longevity within fashion.
This event, hosted by the new Keds Collective, included a performance by Ciara and DJ set by Harley Viera-Newton. Activations included a 50’ historical timeline, hand crafted shoe chandeliers, pedestals showcasing shoes for the new Spring collection, an insta-print photo booth, custom refreshments, and a custom studio where guests received a custom pair of Keds in the illustration of their choice, all done by hand. Key editors & press were invited to celebrate & cover the event
Talent starred in key seasonal creative that appeared in print, outdoor, & online campaigns, which were co-produced by Keds and R29 to celebrate the anniversary. The event was supported digitally through over 10 pieces of custom content on Refinery29. PGR also negotiated over 50% in added value media impressions to continue momentum gained after the event