For its 90th birthday, the brand New Era has organized a grand PR coup by inviting 90 different artists to customize and sign as many caps. An exhibition was open in über-cool London fashion, a Vimeo video released and the word started spreading on just how cool’s New Era.
Just like Aol, Campari or the less glamorous Yorkshire Bank before them, the marketing team of this international headwear company has understood what patrons of the arts have done for centuries. By helping an artist (giving money, buying its work or simply putting it in the spotlight), a patron had a good chance to -if not look cool– set himself apart/shine in society. By associating his name with one of a rising talent, he would beneficit from the artist’s light and fame in the future.
Well done on New Era for an inspired and buzz-efficient 90th birthday celebration.