Kanye West - Graduation
Marketing campaign for Kanye West's third studio album, 'Graduation'.
The marketing campaign for 'Graduation' was a fairly simple and standard one in many ways, with press ads, outdoor executions and online presence. However, it did throw up one phenomenal success - Def Jam were after a killer promotional item to help push the album and its first single, 'Stronger', so we produced a disposable plastic pair of the slotted white shades that Kanye wore in the video, complete with branding and messaging. The label achieved such success with the shades that we were asked to make a version for the US as well, with them eventually being distributed on a global basis, as the iconic originals became more and more a visual representation of Kanye himself. Their crowning moment came when 30 extras all wore the shades as part of West's performance at the 2007 MTV VMA Awards in Las Vegas.
