Prada’s Linea Rossa was launched in 1997 as a luxury sports line, appealing to relatively niche audience sporty fashionistas. In the current climate, with the demand for unique luxe streetwear and sportswear offerings is as an all-time high, it was in need of timely reminder that the Italian behemoth has always been ahead of the game.
Drawing a parallel between Prada’s iconic red line with red subways lines around the world, we established Linea Rossa as the foremost label for urban dwelling.
To kick off the campaign, we enlisted Willow Smith to perform in London’s Underground Red Central Line. Taking up her guitar as a hustling street performer, the 18-year old songstress showed up unannounced at the Tottenham Court tube station.
The highly localized campaign then unfolded through graphics in film, social, and OOH‚ showcasing the red line specific to each city the campaign was launch in: New York, London, Paris, Shanghai, Tokyo, Moscow…
Prada paired their iconic red line from Prada Linea Rossa with London’s Underground Red Central Line to tie their new campaign together with musician Willow Smith.
Taking up her guitar as a hustling street performer, the 18-year old songstress showed up unannounced at the Tottenham Court tube station to belt out tunes for evening commuters, drawing a crowd of those who recognized the “Whip My Hair” artist. The stunt was staged by Prada who wisely paired London’s own “Red Line,” or “Linea Rossa” with their own.
To capture the stunt and expand upon it, a series of short videos of Smith’s day in the London tube as well as discussing the label, along with models in studio, showcase the collection. The films graphics are one of the smartest of the season seen both in the London tube station in which Willow Smith performed as well as digitally within the piece. It’s a pleasure to see the label expand upon he meaning of the red line with such distinctive thinking. Who knew that crossing the red line could be such a good move?
Agency: Ferdinando Verderi Studio
CD: Marie Bliss Delpy
Graphic Designer: Ben Ganz
Producer: Morgan Lazslo
Photographer: Nick Waplington
Stylist: Max Clark
Hair: Ryan Mitchell
Casting: Ashley Brokaw
Post Production: Graeme Hagan
Local Production (London): North Six
Entertainer: Willow Smith
Cast: Jakob Zimny, Khadim Sock, Pan Haowen, Sasha Knysh