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The Sunday Times – Fashion Royalty – Michelle

Award: Graphite Pencil

Graphite Pencil / Art Direction / Art Direction for Digital Marketing / 2014

To announce ‘The Sunday Times Best Dressed List’ winner, we crowned a brand new queen of fashion. Instead of announcing it in a big, overly extravagant way, we went small (25x20mm to be precise). We made a 1st class stamp then posted it. Within hours of being online it had circumnavigated the globe, become a collectors item & received approval from the worlds press. Circulation went from 50,000 paper copies sold in the UK, to over 5.5 million views around the world, momentarily becoming the most-shared image of Michelle Obama. All with a media spend of less than the price of a 2nd class stamp.

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