Objective: Place DMC, a leading company for embroidery, crochet and knit, outside the world of classic wool and beyond trade press communication, bringing it to a wider target audience, young and not specialized, to celebrate a new renaissance of wool.
Strategy: Match the threads of the new DMC A /W collection to the creative verve and style of a beloved fashion designer and blogger, to create unpublished experiments and show anyone the wonders and potential of creative handmade crafts.
Activation: Gaia Segattini, the most loved knit blogger, signs 6-knit design unconventional projects in collaboration with DMC, a Creative Collection of striking and futuristic proposals to de-contextualize the art of knitting.
Result: New input to the company's marketing and sales network. Unexpected and innovative handmade products of great impact and newsworthiness for the media. Enlargement of the positioning of DMC to the new generation and on the web influencers.