Man & Woman by Peter Morrissey

In 2009, 6dc created a launch campaign based on the concept of ‘helping people fashion their lives’ to introduce Peter Morrissey’s new line at BIG W. In conjunction with a circular fashion show reveal at Summit Restaurant, 6dc leveraged the range through product placement, profile pieces, industry expert stories and celebrity endorsements.

In 2010, 6dc put Peter Morrissey back on the runway after a 7 year absence at RSFF, a first for a mainstream price conscious brand. Embraced by industry and consumers alike the campaign generated in excess of $3 million of media and championed the ‘affordable’ collection. The $100 Peter Morrissey suit for BIG W sold out nationally in a few days.

6dc continue our successful relationship as the media managers for the Man & Woman range at BIG W. After huge success in 2010 the largest Spring-Summer women’s collection was produced for Big W stores in 2011, doubling in size from the previous Autumn Winter range. 6dc launched the men’s range with an intimate lunch with Peter at the exclusive Quay restaurant with media from all major fashion magazines and print publications in attendance. We created and continued a strategic and targeted campaign that ensured the collections were featured in all the major fashion magazines and media channels throughout the year.

6dc put Peter Morrissey back on the runway in August 2011 with a standout runway show at the Sydney Fashion Festival and introduced the range to the runways of Brisbane’s Fashion Festival with a sellout show. Both shows once again dominated media coverage and 2012 will see an expansion of the brand into women’s shoes. In addition 6dc has now taken over management of the social media assets for the Peter Morrissey brand with Jupi. Since launching the brand in September 2009, 6dc secured over $20 million in editorial value for the brand to date across TV, print, radio and online.