The challenge was to find a prominent fashion brand for Scandinavian high street fashion retailer Lindex to partner with to create an unforgettable campaign while promoting a larger charitable cause: breast cancer awareness. Missoni was considered the perfect fit, with its instantly recognisable patterns and the brand values
it shared with the high-street retailer – regardless of their price point.
The Missoni Lindex collection was communicated to the masses via a fully integrated advertising campaign that prominently featured the famous Missoni patterns throughout. The 360-degree marketing campaign included members of the famous Missoni family, in a dynamic, fun format. The result; a sell-out collection that raised millions for Breast Cancer Research.