Challenge

Creating a stand out moment to celebrate the 2015 Pirelli Calendar by Annie Leibovitz and the Gala event

Insight 

Having such a stellar list of participants in Annie Leibovitz’s calendar but with no calendar models contracted to attend, the launch meant Mission expected hurdles when it came to securing coverage and gala attendees

Solution

Cate Blanchett was secured as the Gala host as well as a front page and five page exclusive behind the scenes feature in The Times Magazine prior to the event

The event received blanket coverage across all key UK and international media titles with the 2016 images, as well as global awareness of the iconic change of direction of the Pirelli calendar