Creating cultural impact by using the world's cutest fashion reporter to out-trend Vogue during London Fashion Week.



THE OUTNET, the discount brand in the portfolio of high end designer brand Net-A-Porter, wanted to promote their discounted designer shoe range during London Fashion Week. They couldn't compete head on with high spending design houses and luxury brands, so we needed something completely unexpected (not easy in the world of fashion and design where extraordinary is the norm).



Our solution was to turn the Catwalk into the Dogwalk by launching Sergio the shoe-hunter onto the fashion world – and he took it by storm with his shoe picks of the day and LFW stories. The world’s most fashionable dog, reporting from the ground – literally.



The campaign featured in national press in London and Paris, and Sergio trended on Twitter, got mentioned by Jimmy Choo and – most importantly – drove web traffic resulting in a doubling of sales in the most important week of the fashion year.



Leo Burnett



THE OUTNET Sergio the Shoehunter

Taking over London Fashion Week

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Leo Burnett