Cuyana: A National Takeover

We concepted Cuyana’s first experiential holiday campaign, a one-of-a-kind national store takeover centered around our intentions behind gift-giving and the power of finding the perfect way to express them. We partnered with award-winning poet Safia Elhillo to curate a series of original poems, and launched an immersive installation in every retail location where consumers were invited to write, reflect, and document their intentions – creating powerful in-store moments to drive traffic, and extending into a digital takeover that generated unprecedented UGC and garnered attention from top-tier press, keeping the conversation buzzing long beyond the holiday season.