Koriah, a Paddington select shop for Korean and Vietnamese designer labels, launched its first major campaign in collaboration with Vietnamese streetwear brand Push Push. The goal was to put the collaboration front and centre, drawing on Push Push's strong following on social, while positioning Koriah as Sydney's destination for Korean and Vietnamese labels. The campaign had to launch around ten days before the pop-up opened.
One main campaign film, plus ten pieces of content released in the lead-up. These included a founder interview on why Koriah chose and curated the Push Push partnership, short-form pieces showing the collection worn in real Sydney settings, and photography used across carousels and the website.
