Global digital launch for the Mulberry Softie

We delivered a global digital campaign to celebrate the launch of the new white Mulberry Softie.

With curved quilting, smooth leather and a soft, pillowy feel, the Mulberry Softie’s tactile appeal is the central theme of the campaign.

The 37-second commercial opens with a young woman – dressed in white to match the white Mulberry Softie she is carrying – walking along a city street.

As she holds her Softie, however, she finds herself transported into a dreamlike sequence in which she tumbles back then floats downwards, through cloud, to land on her back on a white, pillowy quilt.

The ad was produced by Collective Studios, the in-house studio of The Beyond Collective. It was directed by Joshua Stocker, with post-production through No.8.

The campaign launched in the UK, the US, Korea, China and Japan on June 13 2022 and ran across social – including TikTok, digital, in-store and CRM.