client + Project

Ann Taylor LOFT
“Live in Pink” - Breast Cancer Awareness month (October)
LOFT Mobile Style Closet

industry

Luxury, Fashion, Retail

when

September - November 2012

location

New York City
Toronto

type

In-Store
Social
Mobile tour

responsibilities

Account Management
Contracts & SOW
Creative Management
Custom Fabrication
Experiential Design
Operations
Print Production
Project Management
Staff Training
Vendor Relations

details

Creative lead for national “Live in Pink” Breast Cancer Awareness campaign

• Launch of first ever Canadian store in Toronto

• 3 Toronto locations for LOFT Mobile Style Closet

• 25% of all “Live in Pink” purchases went to the Breast Cancer Awareness Foundation.

October is an important month for a progressive women’s brand like LOFT.  “Live In Pink”, the name of their 2012 Breast Cancer Awareness campaign, saw me lead the creative team for all national in-store, social, and OOH deliverables. Contributing to our Pink campaign was celebrity and cancer survivor Giuliana Rancic who designed a gorgeous rhinestone necklace that symbolized women coming together. 

Brainstorming and co-producing a mobile activation to support the launch of the first LOFT store in Toronto was another pink feather in my cap. While getting a sneak peek of LOFT’s 2012 Holiday Collection, one lucky winner walked away with the entire contents of the Style Closet (an approximately $2,000 value). A surprise giveaway of Giuliana’s designed necklace was gifted to the first 25 guests at each stop.

LOFT Chief Style Director, Alia Ahmed-Yahia was also on board, meeting and greeting Toronto shoppers and talking about the new collection that would be available at the new location.