Luxury Outerwear Brand moves into the Metaverse with 1st NFTs
Creative Direction and Brand Strategy
Cape de Coeur is a luxury outerwear brand that brings fresh air to the rainwear landscape by merging fashion and function thanks to an innovative waterproof performance fabric.
The goal was to communicate the universe and values of the brand with a strong focus on innovation – to own the weather from drizzle to heavy rain.
The strategy was to launch a capsule collection of The Guardian capes - their signature cape design– linked with 1/1 edition NFTs, developed by digital artist Tony Murray.
“The Guardian” NFT is a piece of communication but also a piece of content and digital art, that aims to make a long-lasting impact. When a customer buy one of the capes also owns the universe of the brand.
See The Guardian NFT on OpenSea.
The world and avatars in “The Guardian” are the starting point of future brand’s activations:
An AI adviser bot, an AR try-on filter or a rainy experience in a surreal VR environment.
A weather-based ads digital strategy was recommended for boosting relevance in the right moments.
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