The global online event will be livestreamed via the SHEIN app at 6pm GMT on the 19th September, and between now and then, SHEIN’s unique artwork to promote it will be displayed cross-channel on classic 6-sheets in London and Manchester plus Rail digital 6-sheets and on digital street furniture in London.
The mural-inspired artwork, which was developed by JCDecaux UK’s in-house creative agency Foundry, celebrates the digital connectivity and trend-spotting fashion habits of SHEIN’s target audience, as well as incorporating environmental elements for London and Manchester, reflecting the city where the ads are displayed.
To create the two distinctly localised versions of the artwork, Foundry collaborated with illustration and painted mural creators Studio Baldwin. The London copy features true icons of the capital in the shape of a Routemaster bus and Tower Bridge; in Manchester, these are swapped with instantly-recognisable alternatives, a Metrolink tram and Beetham Tower.
The OOH campaign also encourages SHEIN app downloads, so as many of the target audience as possible can experience the online show.
At our virtual event, women from all over the globe will debut fashion from our five new collections—Modern City, Retro Vogue, Classic Bohemian, Renaissance Romance and SHEIN Premium. Bringing a live fashion show on your mobile to debut this latest collection has been a great challenge, but we wanted to bring our concept to life in the safest possible way, while we can’t all be physically together.Mingjie ZhaoSHEIN digital marketing
This unique campaign is a true reflection of the SHEIN brand personality, and the localised elements of the creative are a great way for SHEIN to connect with the individual cities where the campaign is displayed. By both encouraging app downloads and signposting the online livestream event, the campaign shows how effectively Out-of-Home media channels can drive consumers online, seamlessly connecting the public and private screens.Mark BucknellChief Commercial Officer, JCDecaux UK