Yes, we threw them a party. But not just any party. We created a multiple angle story, addressing different channels and scenes. A 360° PR approach to spread the message of joy as far as possible. We wanted the whole Belgian lifestyle publishing community talking about this.
The goal was to highlight the Belgian DNA of JBC and position JBC as a credible fashion brand. And so we created a spectacular touchpoint with press, influencers and JBC lovers. We invited our key connections to the celebration, but we also made sure that people could make their own story with Zulupapuwa. By setting up several blogger collabs, all sorts of influencers could tell the story of JBC x Walter Van Beirendonck in their own words.
