Toronto Fashion Week launched Günther & Günther into the world—and remains our largest, most successful campaign to date. Attendees, designers, and digital audiences alike fully bought into the illusion of two eccentric Germans flying in to cover the runway.

Objective
The goal was to blur the line between satire and reality by creating fictional fashion journalists who could seamlessly insert themselves into Toronto Fashion Week. We went as far as making sure our camera crew (under the alias’ Otto and Frieder) spoke with German accents, and dressed like it too.

Approach
We built fully-formed personas for Günther & Günther, complete with distinct accents, vintage European styling, and deadpan commentary.

Results

• Over 120,000 views across platforms

• 400+ follows

• Being recognized by attendees who engaged with content

• UGC output

• Future partnerships and opportunities secured