The global Holiday 2009 campaign for Baileys was anchored on gifting, and featured actress Kim Cattrall in a bow dress. The Agency was tasked to make the idea relevant to the local market, and create a publicity stunt that would get Baileys noticed during the cluttered holiday season.
Leveraging the buzz created by the Shaggy and Friends charity concert, the Agency commissioned a local designer Louise Graham to create a signature Baileys bows dress for auction at the event. The Agency also convinced Ann Marie Vaz, a stylish socialite, to server as the designer’s muse, thereby escalating interest in the dress.
The dress was auctioned for $220,000. Publicity generated by the event delivered high visibility for Baileys and was recognized as Public Relations Execution of the Year by Diageo's Northern Latin America and the Caribbean business unit