The Woolmark Company • Karl Lagerfeld
Knit Karl is the first DIY knitting kit imagined by a tailor/fashion designer. This project incarnates and extends Karl’s will to democratize fashion and make it accessible to all, but it’s also a beautiful posthumous tribute in the spirit of the trendsetting Kaiser.
The kit, entirely conceived and designed by Extreme Agency, contains everything necessary to finish one of the 4 exclusive pieces of the capsule collection designed for the occasion: a pullover, a scarf, a cap and a headband. A collection made from pure Australian Merino wool and customizable thanks to limited edition pins.
Only 777 boxes (7 being Karl’s lucky number) are available worldwide. They cannot be bought, but they can be won. A real treasure hunt imagined by Extreme Agency – which would have surely amused the man himself – deployed in more than 14 countries by the teams of The Woolmark Company and the house of Karl Lagerfeld, with the support of Lucien Pagès.
From Paris to New York, Los Angeles to Shanghai, in the press, on influencer social media or even throughout street marketing operations, 777 codes will be revealed for one month. Each one will allow access to a random draw for a chance to win one of the kits.
This professional campaign titled 'Knit Karl' was published in France in February, 2020. It was created for the brands: Karl Lagerfeld and The Woolmark Company, by ad agency: Extreme. This Integrated medium campaign is related to the Fashion and Retail Services industries and contains 1 media asset. It was submitted about 3 years ago by Communication Manager: Debackere of Extreme Agency .
Advertising Agency: Extreme Agency, Paris, France
Managing Partner: Julien Puerta
Creative Director: Till Aurousseau
Business Director: Laure Teyssandier
Art Director: Pauline Vanel
Copywriter: Anatole Bonnafous
Communication Manager: Alexandra Debackère
Account Director: Typhaine Castex
Account Manager: Mathilde Carayon
Designer: Rodolphe Got
Manufacturing Manager: Jérémie Richard
Photographer: Olivier Foeller
Executive Producer & Founder: Adrin Pin / Merci Michel
Art Director & Founder: Antoine Menard