In partnership with JD Williams and You Magazine we were asked to create We See You Live; a unique experience celebrating mid-life women ageing with confidence. The brief was to execute panel discussions, product activations and develop expert advice to redefine what it means to be middle aged, championing and increasing the visibility of women 45 years and above.
We created a number of activations, one of which was to bring the We See You magazine campaign to life. We showcased the top picks for Autumn supported by an LED screen showcasing the latest ads. Six mannequins’ allowed guests to touch fabrics and get an exclusive look at the newest trends.
In conjunction with this, we created and installed a ‘Fit Station’ which was set up with a live model showcasing multiple looks every 15 minutes. Alongside this, a Fit Expert on hand to give advice on how to choose and wear clothes that flatter your figure – this was done as a group session and also one to one so the experts could give personal advice about shapewear and clothing to fit each guest.
We worked alongside Pixi to set up a Get the Glow Lab where make-up artists were on hand to offer glow bursting makeovers and small group discussions on glow, primer and highlighter techniques.
Prior to the event JD Williams conducted its own compliment research’, looking to understand how the nation take compliments. We built on this theme by installing a bespoke frame, covered with autumn florals, where attendees were able to write compliments for fellow guests on mirrored postcards. The initiative – aptly names ‘Compliments, you deserve them’ – provoked conversations about ageing and confidence, tying into the wider campaign.
During the panel session Lisa Snowden and Jo Elvin were joined by Soozi Danson, Jane Cunnigham and Laurie Meisak. who gave their own insights into approaching a certain age, thriving amongst younger people and how to feel good about yourself.
The campaign was covered in a paid-for article on the Daily Mail’s FeMail page. The article received 127,000 views with readers spending on average of 60 seconds with the piece, matching FeMail’s benchmark for organic dwell time. The ads received a further 66,000 impressions from readers.