© FENDI – Times Square, New York City

This global campaign is surprisingly simple, but brilliant at the same time. We’re talking Italian fashion powerhouse FENDI and its endeavour to light up the façades of landmark buildings in four key cities around the planet. The campaign kicked off last November on Times Square in New York City where no less than 45 bright yellow screens on various buildings beamed the FENDI across the bustling intersection. Shanghai followed mid-December, coinciding with the reopening of the luxury brand’s flagship store at Plaza 66 shopping centre, with the brand’s name adorning several riverside façades at The Bund. On December 24 and 25, Shibuya Crossing in Tokyo, one of the busiest pedestrian crossings in the world, saw eight buildings with digital screens lit up in yellow with the FENDI name. One day later, it was Dubai‘s turn, and here, arguably the campaign’s most ambitious chapter manifested by way of the soaring Burj Khalifa, the world’s tallest structure, lit up in yellow and featuring the FENDI name across the façade to a height of about one kilometre, making it, quite fittingly, also the tallest logo in the world.

© FENDI – Burj Khalifa, Dubai and Shibuya Crossing, Tokyo