SANTANDER FRAGMENTS
The launch of the Fragmentos collection was off to a winning start. Nicole Scherzinger was about to land in Brazil. The press was waiting. So were the fans.
However, the concert had a main sponsor: Itaú, Santander’s primary competitor. If we couldn't be on stage, why not own the moment around it?
We created Fragmentos. A collection in partnership with Working Title that upcycled authentic Formula 1 car parts recovered from the track into premium streetwear pieces.
It all started when Nicole, lead singer of the Pussycat Dolls, stepped off the plane in Brazil wearing actual F1 history.
Her first public appearance at the airport immediately hijacked the news cycle, putting the collection and Santander at the very center of the cultural conversation.
23M+ organic impressions I $1.7M+ in Earned Media