C&a Digital Look Block by DDB Sao Paulo

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Look Block

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Industry Clothing, Apparel & Accessories Stores
Media Digital, Interactive & Mobile
Market Brazil
Agency DDB Sao Paulo
Released May 2012


Epica Awards 2012
Interactive Health, Beauty & Fashion Interactive Silver

Credits & Description

Agency (city): DDB Brasil
Creative Director(s): Sergio Valente, Marco Versolato, Moacyr Netto, Ricardo Tronquini, Cristian Mazzeo
Copywriter(s): Marcelo Pascoa, Vinicius Malinoski, Helio Marques
Art Director(s): Marcelo Bruzzesi, Estela Padilha, Caio Cardoso, Julia Rivetti
Agency Producer(s): Denis Gustavo Alves, Cristiane Rojas, Vinicius Melo, Joao Lopes
Graphic Design: Cricket Design
Media Team: Monica de Carvalho, Alessandra Gambuzzi, Fabio Saad, Soraya Sobral and Karoline Gebrael
C&A built the fast fashion segment in Brazil. But to launch their new 2012 Gisele Bundchen
collection, their objective was to create an aura of high fashion exclusivity without limiting the
collection's production scale. The campaign's strategy was to engage the target with the
launch, transforming existing customers into ambassadors of the collection and empowering
them to spread the word through social media to potential new customers.
We created the Look Block collection. We developed an application that blocked the looks
consumers bought, making them unavailable to all their Facebook friends. To access the
collection's online store, consumers had to connect with their Facebook accounts. Once they
bought a look, their friends couldn't get it anymore. For every piece of clothing they bought, a
post was published on the wall of their Facebook friends, in which they bragged about being
the first (and only) to buy that look. In this way, they became ambassadors of the collection,
spreading the word of its launch through social media.