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The Tommy Hilfiger Group, which is wholly owned by PVH Corp. (NYSE: PVH), announces its Fall 2013 global advertising campaign, cärpe-díem mañana, featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy. The new campaign finds Chloe setting off for college, and when one of the The Hilfigers’ youngest moves on campus to start her first year, the whole group of eclectic characters tags along to help her settle in. The campus is teeming with new faces as several new characters join the family shenanigans.

Now in its seventh season, The Hilfigers campaign remains the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.

“Collegiate traditions and the preppy, Ivy League look were some of my earliest design inspirations and the starting point for our signature style,” said Tommy Hilfiger. “It was exciting to shoot this campaign at a location that embodies our brand heritage. There’s no better setting to highlight the collegiate prep inspirations, British sartorial influences and rich Anglo fabrics of the Fall 2013 runway collections.”

For Fall 2013, a select group of bloggers were invited to the campaign shoot where they were given behind the scenes access to the collection and Fall 2013 shoot. The bloggers were styled in looks from the collection before they were photographed alongside The Hilfigers, integrating these bloggers into the campaign experience and allowing them to develop exclusive content for their websites and social media channels. The bloggers announced the campaign to their global audiences just days before the images broke in September books.

Adding a new layer to the seasonal campaign, Lisa Birnbach, author of the The Official Preppy Handbook, created spirited, individualized head-to-toe descriptions for each character’s unique style that play on brand’s preppy-with-a-twist heritage. The quintessential cast of college characters includes the “Natty Professor,” the “A-Student,” the “Bookworm,” the “Ice Queen,” the “Après Dude,” the “Professional Student,” the “Social Chair,” the “Field Tripper,” the “Alum Prez,” the “Teacher’s Pet” and the “All American.” The head-to-toe images, accompanied by Lisa’s playful depictions, will be included in multi-page inserts in select September books, outdoor advertising and on tommy.com.

“Lisa Birnbach is a true prep connoisseur and the perfect person to characterize The Hilfigers’ unique prep style,” said Tommy Hilfiger. “I’ve loved working with Lisa throughout the years and we are excited to have her prep expertise included in this campaign season.”

“The Hilfigers continue to personify the global creative vision for the brand,” said Avery Baker, Chief Marketing Officer for The Tommy Hilfiger Group. “This season we’re incorporating new content elements that celebrate the brand’s history of infusing an unexpected twist to preppy tradition. Lisa Birnbach’s playful depictions of the family’s iconic prep style add further emphasis to the youthful irreverence that has long been at the heart of the Tommy Hilfiger brand, while our global blogger partnerships celebrate the increasingly international outlook of preppy style in a way only Tommy Hilfiger has achieved. The Hilfigers campaign resonates globally with our consumers now more than ever and we are excited to continue bringing fans of the brand engaging, shoppable content each season.”

Photographed in a preppy, collegiate setting with hair by Eugene Souleiman, and makeup by Mark Carrasquillo, the campaign features a similar cast of eclectic characters from past campaigns: Jacquelyn Jablonski, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Julia Hafstrom, Lea Sorensen, Toni Garrn, Thomas Gledhill, Kim D, Sacha M'Baye, Tidiou M'Baye, Viggo Jonasson, Jourdan Dunn, Tian Yi and two Basset Hounds named Morgan IV and V. New additions to the family this season include Sasha Luss, Cora Emmanuel, Katya Riabinkina, Benjamin Eidem, RJ King and Marlon Teixeira.

“The heart of The Hilfigers campaigns is all about storytelling, and this season we really tried to take it to the next level,” said Trey Laird, Laird + Partners Chief Executive and Creative Officer. “With Chloe headed off to college, the whole clan descended on campus en masse! The university setting provided the ideal backdrop for not only that perfect fall collegiate feeling, but also new characters to bring it all to life.”

Cärpe-díem mañana will break worldwide Fall 2013 as a multi-media program with an online, print, outdoor and social media presence. The advertising campaign will break in September 2013 issues starting July 23 with full print ads running globally in key fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Men’s Health and Esquire; multi-page inserts will be featured in select issues. New York City; key European cities such as London, Paris and Milan; and top districts in Hong Kong will have outdoor campaigns. Tommy.com and the brand’s Facebook, Twitter, Instagram and YouTube channels will feature the campaign images and video. For European consumers, a new feature on tommy.com will allow fans of the brand to seamlessly shop and discover the iconic Tommy Hilfiger products, collaborations and new collections.

Toronto-based creative shop Open has launched their first campaign for Bier Markt, Toronto’s premier European-inspired bier and food experience, with the tagline Bier is Beautiful.

The campaign is for the Bier Markt’s Abbey Bier Fest, on from January 30th and running until March 17th, and features out of home, billboards, transit ads and in-restaurant communications. All the campaign elements promote the perfect beers for winter months that are being featured during the festival.

“Targeting the avid bar and restaurant goer, this campaign is really a celebration of beer and about elevating the experience surrounding it”, said Christian Mathieu, Partner, Open. “Bier and food pairing is finding its place next to wine. People want their beer to do more than just quench their thirst”.

Open Partner Martin Beauvais adds, “We've been fortunate to have worked in beer accounts for most of our career. We like beer and we couldn't be more pleased that we got to this tagline, ‘Bier is Beautiful’. It's refreshing that we can claim such a grand thing — and Bier is a beautiful experience at Bier Markt, from the way they serve it to the way they pair it with food."

Open was awarded the Bier Markt account in October 2012 after in a RFP process with several advertising agencies.

“We are excited about this campaign and the new positioning,” said Grant Cobb, Senior Vice President, Brand Management Prime Restaurants. “ ‘Bier is Beautiful’ is a great platform for everything we do and will be used for all future promotions, including one planned for the spring and Oktoberfest.”

Credits:
Client: Bier Markt
Creative Agency: Open Creative Co., Toronto
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriter: Layton Wu
Art Director: Tyler McKissick
Project Lead: Anne Ngo
Photography: Vince Noguchi & Rob Fiocca
Retoucher: Dwain Jones
via: Glossy

We all know where our favorite bottle of the bubbly comes from right? Champagne, France of course, and for those of you who didn't know that, the Champagne Bureau in the USA hopes to reclaim it's name and remind consumers of it's true and only origins with a new ad campaign. The first print ad “Maine lobster from Kansas” is a gentle reminder and to the point, created by ad agency Creature.

Full press release below, visit www.champagne.us for more.

Champagne Only Comes From Champagne, Reaffirms New Ad Campaign

Campaign Highlights Importance of Knowing Products’ True Geographic Origins
WASHINGTON – The Champagne Bureau, USA, representing the growers and houses of Champagne, today launched a new national advertising campaign as part of a large-scale effort to reclaim its name in the U.S. marketplace. Champagne, the sparkling wine of legends, can only come from the unique region of Champagne, France, where centuries of experience with specific soils and climate have enabled the people to develop a tradition and expertise that makes all the difference. The ad campaign is designed to remind consumers of the unique role location plays in creating their wines and to tap into growing American consumer interest in geographic origin. Posing questions like “Maine Lobster from Kansas?” the ad reminds consumers of the importance of authenticity and of knowing products’ true origins.

The ad, which will appear in print, outdoor and digital formats and can be seen at www.champagne.us,
highlights the gap between American consumers’ growing desire to know the true origins of their purchases
and persistent legal loopholes that create confusion about where certain products actually originate. The
campaign reminds consumers that Champagne only comes from Champagne, France, just as Napa Valley wines come from Napa Valley and Maine Lobster from Maine.

“More than ever before, U.S. consumers are seeking information about how and where their wine and other
goods are produced,” said Sam Heitner, director of the Champagne Bureau, USA. “This campaign uses humor and well understood U.S. location based products to encourage consumers to take a moment and consider the authenticity of what they are buying. U.S. consumers are savvy and this reminds them to say ’of course not‘ when faced with products that lack authenticity and to seek out products that come from unique places like Champagne from Champagne, France, Maine lobsters from Maine and Napa Valley wines from Napa Valley, California.”

The ad highlights a legal loophole in federal law that allows a few U.S. sparkling wine producers to mislead
consumers by labeling their products “Champagne” even though they do not originate from Champagne,
France. In December 2006, Congress passed legislation banning the future misuse of 16 wine place names, including Champagne. While that seemed a step in the right direction, the legislation did not address the
grandfathering of labels currently misusing Champagne’s name and those of 15 other wine regions.

Unfortunately, almost half of the bottles in stores and restaurants still misuse the Champagne name, which
makes the grandfathering particularly problematic for consumers who want authentic Champagne.
The United States is one of the last industrialized countries in the world to fail to adequately protect the
Champagne name. In fact, the majority of the world’s countries, including the European Union, China, and a
growing number of other wine-producing countries from Australia to Chile reserve the Champagne name for
sparkling wines from Champagne, France. A bottle with the term “California Champagne” or “American
Champagne” cannot be sold in Mexico and, come Jan 1, 2014, will not be able to be sold in Canada. In this
area, the United States is out of step with the majority of truth-in-labeling laws.

The campaign uses light-hearted examples such as “Maine lobster from Kansas,” but the practice of
misappropriating the names of other places is a trend that faces many regions, and it has the potential of
misleading the consumer. “Truth-in-labeling is a very important issue for U.S. consumers and for the Maine Lobster community,” said Marianne LaCroix, acting executive director at the Maine Lobster Council. “We continue to see restaurants and retailers advertising Maine lobster, yet serving lobsters that are from other places. We are proud to stand with Champagne to remind U.S. consumers to know where their products come from and not stand for those who mislead.”

“Napa Valley wines come from Napa Valley and Champagne comes from Champagne, France. These are
important facts that consumers need to be able to believe in when they see these names on wine labels,” said
Linda Reiff, executive director of the Napa Valley Vintners. “Unfortunately we all have to fight to protect our
names as some seek to profit off them by deceiving consumers. We are honored to be a part of Champagne's advertising campaign and hope it encourages consumers to demand more truthful and accurate wine labeling.”

The ads will appear in a wide range of print and digital formats including placements in The New Yorker, Food & Wine, and Travel + Leisure as well as on billboards in New York, San Francisco, Los Angeles and Washington, DC and online on a wide variety of sites including New York Times.com, Vanity Fair, GQ and the Wall Street Journal.

American fashion designer Marc Jacobs joins Diet Coke as the brands Creative Director. What does that mean exactly apart from having him star in a new commercial (above). The new hunky Coke man will be providing general creative input by creating “whimsical, feminine” packaging for Coca-Cola as it celebrates its 30th anniversary in Europe, as well as stripping down in a photo booth and posing in pin up style ads.

Behind the scenes with Marc Jacobs and Diet Coke, Coca-Cola Light for our European friends.