In 1985, Tommy Hilfiger
designed his first men's wear collection – unnoticed.
This changed in 1986, when Tommy Hilfiger hired ad man George Lois
decided to have a billboard on New York's Times Square that displayed Tommy Hilfiger's name alongside the three
best-known American fashion designers of that time (Ralph Lauren, Calvin Klein and Perry Ellis). This moment launched
Tommy Hilfiger's career. Twenty-five years later the Hilfiger brand is worth USD 8,7 Billion and is globally recognised.
Though, over the years, it has been perceived to have lost some of its youth and energy.
we were approached by Blast Radius
a talented Amsterdam based agency
which has been asked to create a global advertising campaign to rejuvenate the brand for its 25th anniversary.
Mr. Hilfiger has given just five days to conceive it. So, without losing any time, we formed an alliance to create a
master plan – we called it Icon Remix.
The plan was to take the most iconic American personalities from around 25 years ago, place
Tommy Hilfiger amongst them and give it a good stir.
In practice this meant combing through old Hollywood and broadcast footage and compiling an extensive archive of clips
featuring iconic personalities and historical American moments captured on celluloid. These we combined with short clips featuring
This interactive archive is open to the public via the internet and as part of rejuvenation process visitors can
interact with the footage by re-arrange sections and manipulating the clips. Everybody can create their own version
with their very own American icons. The possibility to edit the footage allows unlimited creative freedom. These short
movies are then gathered on an online platform where every visitor can review and rate them. When a movie is played,
the viewer can click on the actors and personalities to receive additional information about their life and fashion.
Some iconic fashion items are also directly accessible from the Tommy Hilfiger Icons Collection.
For the print campaign execution we followed the same concept. We hired famous Swiss painter Gefe
to paint portraits of famous American icons from around 25 years ago — of course including the one and only Tommy Hilfiger.
After only five days, and thanks to a splendid team, we conceived and visualised the entire campaign, fulfilling all
expectations and winning the account for our friends in Amsterdam.