Artist Tobias Rehberger partnered with MCM Worldwide to design a capsule collection in honor of the brand's 40th anniversary. To define it's position in the American market, our team at Cake (previously Havas Media) created "Write It Like Rehberger" to increase awareness of MCM and of the collaboration.Tobias Rehberger translated the iconic MCM monogram into both linear and color blocked motifs, which eventually led to an entire alphabet and symbol set.
A pop-up site was developed as an extension to MCM's e-commerce website to allow people to create their own Rehberger monograms, download them and share them to social media. The campaign earned more than 10.5 million impressions.
Creative Direction: Court Williams
Art Direction: Eleny Ramirez