RW&Co
Heading into the busiest quarter of the year in retail - Q4, RW&Co sought to set themselves up for a successful season with a cut-through hero campaign that felt fresh, elevated, and authentic while delivering on the commercial needs for the business.
During the holidays, the RW&Co consumer is navigating a dense, emotionally charged season, seeking ease, warmth and meaning across every interaction. We started by unpacking the landscape to reframe the campaign insight through the lens of real behaviour that felt true, timely, and distinctively RW&Co.
Photography
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Campaign Architecture
The holiday season can be a complex one for consumers, and in the retail landscape, is an overwhelming time of heavy competition. By focusing on a single, cohesive campaign supported by a commerce-driven gift guide layer, we meet the customer where they are while streamlining the overarching message.
It’s that familiar, electric moment before the music takes over. Guests arrive, one by one, in couples, in groups...each stepping into the warmth of a holiday gathering with something in hand. A bottle of wine. A homemade dessert. A beautifully wrapped gift. But just as important as what they bring is what they wear.
This concept unfolds through the point of view of the host: a series of arrivals framed by an open door. Each guest brings a sense of personality, generosity, and quiet confidence, styled in RW&CO. A coat is removed, revealing a perfect knit. A compliment is exchanged. The room fills. The night begins.
The campaign features two distinct scenes, first highlighting the anticipation and excitement of arriving at the party, in a hallway constructed in the brand’s signature cobalt blue, followed by the joy and freedom of celebrating with friends.
Agency: August Strategy
Photographer: Charles Vary
Executive Producer: Vahid Tizhouch
Producer: Marie-Christine Côté
Cinematographer: Evangelos Desborough
Stylist: Patrick Vimbor
Styist Assistant: Coco Labee
Hair & Make Up: Alper Sisters
Set Design Hallway: Éric Sénécal
Set Design Living Room: Julia Johnson
Photo Assistants: Emily Velasquez Gilbert, Maiko Rodrigo
Photo Retoucher: Katie Stienstra
Editor: Eloi Arsenault
Colorist: Béatrice Tremblay
Models:
Alice (Folio)
Aliya (Elite),
Amelia Bennett (System)
Gareth (Montage)
Jahlain (Forward)
Shelby M (Humankind)
Elo (System)
Adam (Maven Management)
Contemporary, pragmatic, yet elevated and inviting, the Gift Guide came to life through fashion-forward styling and crisp photography to highlight RW&Co’s selection of seasonal gifts.
Agency: August Strategy
Producer: Kristen King
Photographer: Joanie Fortin
Set Design: Maude Sen
