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Anna Wintour: How to be a Boss

MasterClass's first-ever brand campaign told a new story for the brand. Elevating the iconic Anna Wintour's class on creativity and leadership to a full-scale brand moment, we targeted young, upwardly-mobile professionals on their way to work, surrounding them with inspiring quotes from Anna's class, and iconic images shot by the legendary Tyler Mitchell. Media included a 2-hour takeover of New York's World Trade Center during the morning commute, showcasing the first chapter of Anna's class as a teaser.

 

The campaign garnered over $500M in earned media, 1200 press hits, 14B impressions and won AdWeek's Media Plan of the Year.

Creative Agency: Observatory

Design: &Walsh

Media: Exverus

Photography: Tyler Mitchell

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