Campaigns / 00 Campaign Launch

V Group

00 Campaign Launch

The brief

One of the great virtues of art is that it enables us to see the world through different lenses. As a consequence, we are forced to oscillate from passive spectator to active participant, a role that imbues work with meaning. In this spirit, the 00 brand was born. 00 aims to change the way in which we engage, perceive and experience creativity. Realised annually by the V Group, 00 aims to celebrate and preserve the thoughts and work of the most progressive individuals of our time. 3 Deep were engaged by V Group to position, conceptualise and establish the launch of 00 at the New Museum in New York, engage the world's leading cultural influencers and establish a sustainable footprint for the brand within the United States.

The solution

An integrated campaign of outdoor, print, advertising, digital and signage to stimulate sales and position the event. Following more than a year in planning, the 00 launch was initiated at the New Museum on September 17, 2010. Over 400 of the worlds leading cultural influencers were invited to view 00 Volume 1: Black Material and engage with the 00 initiative.

The results

– Capacity launch at the New Museum in New York.
– Sold out 00 Volume 1: Black Material.

About our client

V Group is a full-service New York-based global consultancy that provides highly strategic consumer insight, brand building and innovation services specialising in fashion, lifestyle, and branding and communications. In creating a unique identity for each of their clients, the V Group provide the highest level of service combined with an insightful strategic marketing approach.

Departments activated

Planning, Creative, Image making, Communication, Publishing