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Legends

A selection of our iconic campaigns that became legends.

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Fragrance Legends — Coty

With JLo Glow from our longtime partner Coty, Select World started the biggest trend in fragrances of the past decades, the prestige celebrity scent.

There’s hardly an agency more versed and experienced in the world of prestige fragrances, especially celebrity ones. It all started with Cool Water and Jil Sander over 20 years ago, and is still going strong with campaigns including Armani, Roberto Cavalli, and Marc Jacobs.

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Davidoff

Davidoff Cool Water was Select World’s first global success – and still is globally successful – over a quarter century later. The visuals changed of course as did the protagonists. But the story remains unchanged. An archetypal promise, a true classic.

Since its inception the fragrance has been consistently among the top ten in most global markets. One of the biggest male fragrance successes ever. But we didn’t stop there, translating this success also into the other sides of their business from fragrance and leather goods to writing instruments – all inspired by their founder Zino Davidoff.

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Swarovski

When Swarovski came to Select World, the brand was fragmented, it’s image and equity diluted. We turned their strategy into a master Brand Epic™ that put the brand in touch with its roots and united all its stakeholders, from family to management. Then we developed an equity campaign, but not before we ensured that all the various divisions were lined up and synched.

The result: A strong, powerful global player way ahead of its competition, expanding into new categories, and active as a premier partner and driver in fashion and design.

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DKMS

Blood cancer seems like an unreachable topic. People may know it exists but do not know how to help. So, how could we help the non-profit organization DKMS to make this complex topic relatable for everyone and find significantly more stem cell donors?

The solution was simple, but impactful: Cotton swabs. We created an ‘Open Your Mouth’ campaign featuring our young hero, 12-year-old Tim. As a survivor of blood cancer, his appeal for stem cell donors broke all records and increased the DKMS donor database. Besides Tim, we also had famous role models supporting and stand for our cause.

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WWF

After the Tsunami in 2003, willingness for donation dropped significantly. WWF challenged us to significantly boost fundraising for the protection of the habitat of the last Sumatra tigers.

We developed a key-visual that managed to dramatize the tiger´s threat emotionally – and at the same time show the solution – and how easy it is. The visual stages the tiger as a symbol to bring the whole amazon region into focus. Reinforced by other animals that share its fate.

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Fashion brands

It may seem counterintuitive, but especially those that are all about the next, and the latest, need to be particularly in touch with their heritage. Because otherwise, they easily drown in a sea of sameness and trendy beauty.

Perhaps fashion brands most of all, must stay grounded in their past and their identity, to take us all into the future. Next to fragrances and beauty, fashion, particularly premium fashion, is one of the categories Select World is most experienced in. Starting back at our beginnings with Joop! all the way through Boss and Nine West to St. John.

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