«Queen Victoria and the city» We all need a little glamour
With the theme of Sex and the city 2 being WE ALL NEED A LITTLE GLAMOUR, we chose a well-known, powerful, confident and assertive woman in Montreal to convey this message.
Nothing too unusual about that apart from the fact that the woman was Queen Victoria, and this was her special "Queen Victoria Day weekend"
We created our own spectacular media utilizing a larger than life historic statue in a high traffic area in the heart of downtown Montreal and gave Queen Victoria some much needed glamour to see how she might have dressed up for a night out with the girls in 2010.
Thousands of cars passed by the installation and thousands of women showed up to get their photo taken with Victoria spreading awareness of the movie and giving it its own local relevance and sex appeal.
With no media spend at all, and a total budget of less than 10,000$ Victoria successfully made it into Quebec's fashion blogs as well as the fashion sections of The Gazette and La Presse. She along with the film Sex and the City 2 were also featured on the 6pm evening news.
Stylist : Joelle Eugenie
Video : Amber and Robert