As the third installment of Pharrell William's global 'Hu' collection, the Hu Holi Powder Dye campaign celebrates the unifying power of energy, color, and spirituality.
The vibrant collection was inspired by the Holi festival, also known as the "festival of colors" celebrated in India and Nepal.
Involvement: Account Management, Production, Partner Management, Brand Strategy, Integrated Marketing, Digital and Social Media Strategy, Copywriting
Objective: Founded on the principles of equality, humanity, and color, the adidas Originals = Pharrell Williams brand wanted to continue their exploration and celebration in India. Lloyd&Co. was tasked with creating a global integrated advertising and marketing campaign to showcase the festival-inspired product and educate others around the world about the Holi festival.
Solution: I worked with the Lloyd&Co. team to create an integrated campaign that released in three phases: Blank Canvas, Hu Holi, and Live. We paralleled with the product launches and developed a time sequence story of the festival and a live-feed experience with Pharrell.
For the first time ever, Pharrell participated in a live stream with Bollywood star, Ranveer Singh. The video shared the Holi Festival’s history and traditions and Pharrell’s personal experience with others around the globe.