In addition, Tod’s used channels including print, social video and Tumblr to market its new capsule collection called Tod’s No_Code, a collaboration with Jefferson Hack.
Tod’s No_Code is a more modern, urban and edgy departure from typical Tod’s collections. The campaign is an evolution of the Tod’s usual lifestyle in that it is more contemporary and artistic, per the brand (
see story).
“The Electric Signature video is much more colorful, vibrant and musical,” Mr. Casey said. “It puts the brand's products in a club environment, giving them an edgy, hip feel.
“The Miky Bag video is much simpler, elegant and practical, which conveys the bag as more durable and functional – something that can be used for everyday activities,” he said.
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York 
