Jingle Trends – co-branding event

strategic planning • co-branding • event design • event management • creative direction

Creating a co-branding event involving a University, a fashion start-up and an optical retailer

In 2019 I designed and managed “Jingle Trends – 12 tales between craftsmanship and technology”, a Christmas event involving a co-branding between the private university IED-Istituto Europeo di Design with its Master’s in Brand Management, and two fashion brands: Asymétrie, a tailored clothing start-up; and Milleocchiali 4.0, the house-brand of the namesake’s optician chain.

Realising Jingle Trends was incredibly fun: there was so much creativity, the team was fantastic, the brands were enthusiastic and very cooperative.

I ideated the cross-branding event concept and, working with the Master’s students, we created and delivered the unique Christmas event hosted at Milleocchiali Luxury store in the heart of Rome. The focal point of the event was 12 combinations of blouses and glasses we had carefully selected to express distinct moods, which we then transformed into 12 micro-tales. During the event, the glasses and blouses were presented as works of art while two theatre actors read their corresponding stories. We enriched engagement with the public by presenting the micro-tales through postcards and online podcasts, ensuring a broader reach and lasting impact.

Jingle Trends was a resounding success, with more than 300 attendees on the first day of the exhibition with over 100 present during the core performance. The event resulted in both an increase in enquiries from prospective students regarding the IED Master’s in Brand Management and a rise in sales for the two promoted fashion brands.

N.B. To honour my non-disclosure agreement, I have omitted and hidden confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of IED, Milleocchiali or Asymétrie.