Ever since the early 80s, founder Massimo Osti had been collecting and studying protective hoods worn by the Japanese Civil Defence, and grew excited about the idea of making a jacket with lenses sewn into the fabric. When C.P. Company agreed to sponsor the Italian Mille Miglia sports car races in 1988, the iconic Goggle Jacket was put in production and introduced for its SS88 collection.
To celebrate the 30 years of evolution that came after that iconic moment, C.P. Company and Nightingale set out to create an exhibition dedicated to the epochal jacket and the new SS18 collection. The exhibition, which was located at Amsterdam based streetwear store ETQ, included the never before seen 'Preserved in Time' art installation and 'Eyes on the City: Amsterdam' photography exhibition.
To kick-off this exhibition, Nightingale organised a special press event on March 7th, where the C.P. Company & Nightingale crew gave a tour of the exhibition and explain more about the story behind it. Next to the event concept and production, creation of the art installation and coordination of the photographic exhibition, Nightingale also handled all media relations for the event and SS18 collection.
Brands and agencies will have to rely on a balanced combination of bought, earned and owned media to be effective. Smart storytelling, content and repetitive implementation is key. By pushing content through social media, multiple press mailings and being visible through a month-long wildpostering campaign in Amsterdam, the strategy reached both the press, influencers and masses