G-Star RAW and have partnered up in a creative collaboration that sees Australian influencers at the helm of their RAW Collaborations campaign.
RAW Collaborations brings together cultural creatives from different realms to showcase their personal interpretations of RAW.
The influential image-makers were given carte blanche to capture visceral experiences and inspirations associated with the meaning of RAW, captured through the lens of a Leica Camera and displayed at an exhibition at China Heights Gallery in Surry Hills on Thursday 8 December.
Influencers such as model and youtube sensation Sarah Ellen, esteemed photographer Max Papendieck, along with blogger and Instagram sensation Yan Yan Chan have been commissioned by G-Star and Leica Camera to create photography content for their RAW Collaborations campaign.
Featuring images of Victoria’s Secret model Kelly Gale, shot by esteemed photographer Max Papendieck, the campaign exhibition also showcases the works of Sarah Ellen, Yan Yan Chan, Jesse Lizotte, Teaches of Peaches and Gadir Rajab.
The campaign acts as a three pronged approach. In addition to the exhibition which enhances brand experience, the content created will also be used as PR assets and allow the brands to leverage the social media following of each influencer.
By recruiting influencers to participate in the campaign, it allows G-Star RAW and Leica Camera to extend the reach of the campaign and cross promote on various channels. Influencer marketing has always been a key priority for both G-Star and Leica, with the brands understanding the power influencers have over consumer purchasing decisions and brand image.
Check out some of the cool campaign shots here: