Iris tasked to promote DKNY Fall/Winter 2010 collection globally

The campaign, which is due to launch in October, will feature digital and social media activity revolving around a series of viral webisodes, as well as retail and promotional activity. 

The campaign, 'Room 333 – Unlock the Secrets', aims to engage consumers by bringing to life the stories behind the legendary characters – artists, poets, rock stars, actors and socialites – that have stayed at The Chelsea Hotel in New York. The hotel is the inspiration behind the new season’s collection. 

The campaign features a mysterious hotel modelled on the Chelsea Hotel, filled with unusual paintings, strange corridors, secret rooms and colourful guests. Five viral webisodes tell the story of five characters including a rock star, a broker, a backpacker, a model and an artist. 

"We are very impressed with Iris' creativity, energy and commitment to the client. The campaign is a clear demonstration of the agency's ability to understand DKNY Jeans' core brand values of expression, possibilities and innovation, and to translate that into a provocative and memorable big idea," said Kelly Lee Benko, VP marketing, DKNY Jeans International. 

Tom Ormes, creative director of Iris Singapore, said, “DKNY Jeans is a great brand that likes to push itself and us, creatively. The opportunity we have here to create something cut-through is huge. It’s about taking digital engagement to a new level – and I think that’s why DKNY Jeans have chosen to work with us”