With the aim of boosting awareness, digital engagement and viralisation of the new Tommy x Shawn collection, Tommy Hilfiger launched a campaign last spring on the screens of Callao City Lights, which was reinforced with mobile retargeting. Under the slogan ‘Self reborn’, the action showed the popular Canadian singer-songwriter trying on some of the clothes from his collection outdoors, in what was his second year of collaboration with the brand.

The campaign achieved more than 27.5 million DOOH impacts and more than 2 million unique users. On social media, the campaign reached more than 48,000 unique users on Facebook and more than 53,000 on Instagram.