Tolstoy, a luxury fashion marketplace, opened physical stores but wasn’t getting enough customers. To help, we created The 2023 Tolstoy Fashion Hijack— inserting branded transparent overlays into premium fashion magazines, we cleverly hijacked existing luxury brand ads, seamlessly inserting Tolstoy into the luxury conversation.

Hence catching people’s attention and getting them talking. The idea helped bring more people to the store and won us the Cannes Young Lions 2023 award.