If Kleenex can do it with toilet paper, Kim Crawford can do it with wine. Well, kind of, because as part of its Fashion Week sponsorship, the winemaker has launched a campaign in conjunction with The Business and MediaWorks where six teams of students from Whitecliffe’s Fashion School look for some inspiration in the bottle.
http://www.youtube.com/watch?v=Xh25BDFl7v8The students are being mentored by designer Adrian Hailwood and have been given a brief to design outfits inspired by one of six Kim Crawford varietals (should the fledgling designers need some more viticultural inspiration, they should look no further than the suggestions offered up for this competition). But unlike the Kleenex campaign, the students won't actually be making dresses out of glass and it is hoped the winning design will also be produced commercially, so, as The Business' Ben Cochrane says, there's a very real approach to it.
The integrated campaign runs across MediaWorks assets, with three webisodes released weekly on a website that charts the students' efforts to 'un-do ordinary'. There's also a competition running on George FM's breakfast show and consumers can vote for their favourite team via the website and go in to win one of ten VIP Fashion Week prize packs.
The final dresses will be revealed at the Kim Crawford bar during Fashion Week.