Tod’s

2021

Tod's Academy & Central Saint Martins: Legacy

The Brief

Tod's Academy & Central Saint Martins

What We Did

Staying true to the Tod’s Factory philosophy, our approach was to extend an invite to the new audience to help shape the future of Tod’s; entitled “Legacy”.
Legacy’s creative identity championed everyone involved in the collaboration; telling the whole story of the partnership, the people and brand.
The content was phased across five parts of the activation across social media: announcement, tease, build up, launch and the exhibition content, crescendoing with our curated, digital-first exhibition to rival in-person exhibition experiences during lockdown.

The Exhibition

We launched Tod’s digital exhibition to house the project as a whole, where we celebrated the partnership between Central Saint Martins and Tod’s.
Due to the two challenges of our audience (scarcity of attention and weariness with virtual exhibitions), we sought to overcome these by helping Tod’s to play the role of a cultural curator, exploring the context and significance of the students’ work.
True to the Legacy concept, each students’ work was accompanied with its own curated story for a full, immersive experience: student biographies, mentorship videos, BTS of the process and media of their heritage.

  • +30% Higher open rate of the Tod’s Legacy newsletters vs brand average

  • 1m 48s Average session duration on the website

  • 27.5% Decrease in website Bounce rate vs. Tod’s average

  • +34% Over delivery of out-of-scope assets

Esquire

“Tod's Legacy has seen the Italian label nurture the best upcoming talent at Central Saint Martins.”

WWD

“The Tod's Legacy project was conceived to support and promote young designers.”

Harper's Bazaar

“Tod’s and Central Saint Martins Celebrate Emerging Fashion Talents.”