Destination X was devised to dramatize the customers’ summer moments by presenting scenarios that depict people dressed for their destination before they’ve even got there. 

The fashion, energy and attitude, as well as ‘Destination X’, served as visual clues to where they’re going. Allowing us to communicate the four key summer categories (occasion-wear, swimwear, festival, and holiday) under one campaign.

Predominantly a social campaign with focus on paid social, we successfully captured the curiosity of our audience when scrolling through their social media feed. 

This campaign generated one of the highest LCTR we’d ever seen and was the most cost-effective campaign at driving traffic.