#MaxMaraBearingGifts and Low turn Max The Teddy into a holiday season hero

Cristina Blanaru Ads, Business, Creativity, Marketing

#MaxTheTeddy is a cute bear mascot and social-media-star-on-the-rise as of his first public appearance – in the maxi version of himself – at the Max Mara Spring/Summer 2019 runway show, where he was captured hugging with VIPs, Fashion Editors and influencers. He then went on a global-scale tour, journeying from Japan to Korea, from Berlin to Hong Kong.

A world trip that ended with the election of #MaxTheTeddy as a symbol of the festive season on behalf of Max Mara, personifying a number of activities as well as a special limited edition gifts collection: #MaxMaraBearingGifts.

To narrate this story, Low, a division of The Big Now (Dentsu Aegis Network Italy), delivered a 360 degree strategy comprised of editorial landing pages, video walls, media and a digital experience: discovering the collection and searching for the perfect gift were turned into a game, enabling users to explore a 3D world while uncovering the Teddy Bear Factory in which little bears and special effects take center stage.

Experience it all on maxmara.com, where #MaxTheTeddy awaits you, ready to bring you behind the scenes of a real “Teddy Bear Factory”; a unique assembly line made of cashmere conveyor belts, golden pipelines, camel-coloured gearwheels and a rain of #MaxMaragram charms.

Credits:

Agency: Low (a division of The Big Now / Dentsu Aegis Network Italy)

  • Creative supervisor: Elisabetta Balconi
  • Chief Digital Officer: Diego Vurro
  • Digital Art Director: Margherita Fortuna
  • Digital Art Director: Alessandro Mori
  • Digital Art Director: Jacopo Labuz
  • Storyboard: Jacopo Ottomano
  • 3d artist: Giuseppe Ferrillo
  • Frontend Developer: Lorenzo Cadamuro
  • Creative coding: Lusion
  • Project Manager: Alessandro Vignocchi