For its annual Self campaign, Saint Laurent challenged SAUVAGE111MEDIA® to expand its reach in New York toward a more lifestyle-driven, trendy audience — without losing the brand’s high-end and exclusive positioning. The challenge was to combine precise targeting with cultural coherence to remain true to the maison’s DNA.
Cultural Presence
We designed a highly precise urban targeting strategy centered on Brooklyn’s most vibrant and iconic neighborhoods — Williamsburg, Bushwick, and Greenpoint. The objective was to immerse Saint Laurent into the daily paths of a lifestyle audience while maintaining the brand’s aesthetic and cultural stature. This strategy blended data-driven insight with visual excellence, and was structured around three pillars:
Audience analysis: mapping habits, movements, and hotspots of the desired target.
Strategic site selection: identifying premium, aesthetic placements aligned with Saint Laurent’s image.
End-to-end execution: negotiating and securing the sites, producing and installing the billboards, creating digital content to amplify the campaign, and delivering a detailed performance report.
Real-world
results
iconic sites secured in Brooklyn
impressions generated among a qualified lifestyle audience
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Saint Laurent
Rouje
