Anyone’s who’s someone in fashion knows how crazy it can get at São Paulo Fashion Week (SPFW). So when the Brazilian footwear brand Melissa asked us to do something out of the box for a SPFW initiative, we came up with the idea of a hot site promotion. The entire strategy was blog engineered rather than advertising oriented, and the blogs trademark was ‘Crazy about Melissa’.

We approached the exercise with our visual eyes: we conducted a design review, a search of aesthetic references of the brand from its products, packaging, campaigns and also from consumer research. These became the plants or inputs for the blogs which dared the readers to combine their ‘Melissa’ with their best clothes. We followed this up with a photographic essay and interesting illustrations to make sure the interest was always sustained and Melissa was always in the news. The blog and this daring act of challenging the fashion conscious, became talked about and kept Melissa perched at the top, in this high decibel eventful week of fashion. Melissa was perceived as a contemporary, colorful, stylish brand. This project was done in collaboration with Box1824 and BOLA Design both based in São Paulo.