Re-launch the MCM Leni Bag for a new generation

Challenge

Originally designed for ‘mums’ with clever compartments and a focus on practicality, MCM wanted to reposition the Leni Bag as an everyday essential for the woman on the move — versatile, effortless, and as functional as it is fashion-forward. Think function meets fashion for a new era: not just for running errands, but for running the day.

Solution

Our campaign played out over three phases:

Tease — put the bags into the hands of the aspirational and inspirational people shaping our audience’s opinions, from nano-influencers to more established voices.

Launch — drive brand heat through a viral moment that intrigues and excites the audience.

Sustain — continue the conversation through informative and educational content from the brand as well as the trusted voices influencing our audience.