The Festival has united with luxury branding and communications agency, 3 Deep. The agency will execute a bespoke campaign, and a scope of other creative services, that will accompany and promote the highly anticipated 20th Festival.
Established in 1996, 3 Deep boasts an impressive portfolio of highlights, working with a range of brands, and individuals, that have enabled the agency to pursue its vision including Harrolds Luxury Department Store (pictured in header), Madonna for Louis Vuitton, Six Scents, The Australian Ballet, and Didier Dubot.
In a detailed Q&A, Brett Phillips, Founder and CEO of 3 Deep, illustrates the agency’s philosophy and exemplifies the very reasons that our brands are an impeccable fit.
Tell us a bit about 3 Deep and the scope of its creative services.
Brett Phillips: Our expertise lies in capturing the attention of audiences, creating differentiated and relevant messages while establishing genuine and lasting desire for brands. We offer a diverse range of services, integrated so as to provide potency to brands: from brand investigation and strategy, art direction, digital activation, sensory activation, publishing, packaging to experiential activation.
Much of your brand ethos is built around the idea of producing “The Extraordinary”. What does this mean and how does 3 Deep work to achieve this?
Brett: While every brand must define, communicate and demonstrate their unique values, personality and characteristics, we believe there are six key dimensions that luxury brands need to consider in order to connect and engage with luxury consumers; Artisanship, Authenticity, Time, Individualism, Creativity and The Extraordinary.
Extraordinary is about being unique, without comparison or equal. Within the context of luxury, being extraordinary means overcoming the constraints and limitations of every day life, moving beyond the pragmatics of function and rationality and into the realms of emotion, aesthetics, hedonism and the sacred.
Brett, we understand that you are the Editor-in-Chief of luxury publication, Neue Luxury. Tell us about the publication.
Brett: Neue Luxury is a global discussion on luxury in the 21st Century. As our masthead infers, we believe that its time for a Neue perspective on luxury. The publication captures the perspectives, insights and dialogue from those redefining our engagement with luxury while celebrating those at the nexus of creativity, art and commerce. It delivers immersive and curated content that involves the exchange of knowledge and a respect for our readers cultural and intellectual desires.
What are you most looking forward to in generating the creative campaign for the 2016 Virgin Australia Melbourne Fashion Festival?
Brett: After first working on the Festival back in 2001, we are very much looking forward to amplifying the Festival’s fashion credentials and helping celebrate 20 extraordinary years.
To learn more about 3 Deep, head to www.3deep.com.au.
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