Disciplines:
Challenge
Fashion targets breast cancer (FTBC) wanted to ensure that the building blocks were in place for their 2010 campaign. They wanted to host a ‘thank you’ evening for their key supporters as well as ensure that everyone saw that 2010 would be a really exciting year for FTBC.
Insight
Fashion Targets Breast Cancer has always been seen as ‘cool’ by its supporters and advocates. It was therefore necessary to ensure that along with providing an event that gained enough buzz and coverage, we also provided the charity with a platform that ensured that its fashion cool credentials were amplified for 2010.
Execution
Momentum developed a unique event platform for Fashion Targets Breast Cancer (FTBC), kicking off with an intimate and exclusive night of music & fashion, titled FTBC on the QT, held at the Proud Galleries in London. The evening was hosted by Pearl Lowe and featured exclusive live performances from Sophie Ellis-Bextor, Razorlight, Jharda and hot new group The Cheek, as well an exclusive dj set from the oh so fashionable supermodel Ben Grimes.
Momentum created the event, developing the concepts and visual identity whilst working seamlessly with sister agency SLAMPR to source talent and media partnerships for the event. Along with developing the website, www.ftbcontheqt.com Momentum also created all branding materials for the evening. On the night Momentum ran the stage, backstage and vip lounge.
Results
Celebrity advocates of Fashion Targets Breast Cancer attended along with a host of fashionistas, friends and key supporters of FTBC. As well as coverage in Grazia (the official media partner), the event gained coverage across the UK press (including The Sun) and across fashion sites and blogs, ensuring that the charity is strongly associated with the fashion and music worlds for 2010.
