Brand bets on different actions in Rio de Janeiro for the launch of the high summer collection
Renner launched the high summer campaign combining fashion, music and sustainability. With the motto “Free your Summer”, the action includes fashion film for TV, communication content co-created with Renner partners to present the main new features of the collection, as well as sponsorship of Rock The Mountain and other activations in Rio de Janeiro.
The collection is divided into two themes. The first brings references to the atmosphere of a beach village, with textures and movements connected to this scenario. The second reinforces the connection with the house, the pool and moments of relaxation.
The strategy includes content on the brand’s Instagram, TikTok and Pinterest, as well as partner influencer channels such as Anttonia, Isa Scherer, Mateus Verdelho and Julia Rodrigues. The fashion film includes advertising on TV Globo and the brand’s social networks.
Furthermore, Renner announced the official sponsorship of Rock The Mountain, in Itaipava (RJ), which will take place on the 8th, 9th, 10th, 16th and 17th of November, and will take actions that connect fashion, music and sustainability during the two finals of the week. In addition to providing a hammock for the public to rest, built with more sustainable materials, Renner will provide cell phone charger totems powered by clean energy. There will also be a brand space for donating food from the solidarity ticket category in support of the reconstruction of Rio Grande do Sul.
At the same time, the brand will promote coverage of the shows through a ‘squad’ of content creators such as Anttonia, Ísis Martins, Diógenes, Nanna Fernandes and Caio Bigodi who will be brought together in an exclusive space with pieces from the new collection to create looks and inspire the public.
The brand will also transform the space of the “Clássico Beach Club Downwind”, on Barra da Tijuca beach, in Rio de Janeiro, on October 30th. With a special brand ambiance, the venue will have a VIP area with a DJ, and the presence of influencers and guests. The activation will also be a celebration of the Shopping Leblon store, which has been completely renovated, becoming more sustainable.
“For many women, summer arrives with a series of demands related to the body. We created a campaign that brings more lightness to this season, inviting people to connect and express their essence through fashion, whatever their style. Every season, Renner reinforces this complicit invitation and shows that it is an ally for its customers to be and wear whatever they want”, explains Renata Altenfelder, marketing director for the Lojas Renner SA ecosystem.
