It all begins with a concept. A gap emerged between the Coach customer experience and the experience of more than 17,000 employees in over 1,000 stores, factories and head offices in North America, Asia and Europe.We were tasked with connecting this disparate audience with the new fashion-­ forward,digitally savvy Coach brand, while celebrating the company’s 75th anniversary.

#LIFEATCOACH was a digital social experience created to highlight and celebrate the passion employees have for the Coach brand. The concept is simple: harness people’s love for social media and enable them to showcase what working at Coach really means to them.

The campaign represented a number of firsts for Coach. It was the first time it had really embraced social internally and the only time it had overtly connected employees with customers and potential future talent. It was also the first time the company used its own people as brand ambassadors and tapped into the passion, creativity and authenticity that lies at the heart of the company.

I worked closely with the client, a couple of consultants and a designer on this one.