Holiday campaign for American Eagle

Shot in Iceland with a spectacular glacial fireworks display to express the joyful sentiment of the season, the campaign registered the festive nature of holiday in a fresh way to cut through the noise and increase relevancy with a new generation of younger consumers. The omnichannel campaign was highly effective at shaping behavior, motivating purchase consideration, jeans trial and store visits; the campaign drove a majority of consumers (including non-shoppers) to consider AE a holiday destination, increased desire to engage with AE, and consider gifting AE jeans; 56% (an increase of +19%). The campaign also drove a +12% growth in perceived 'cool factor' for the brand, with competitors facing declines.

Directed by Michael Goldberg

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