Buena Vista Fashion Show Benefits St. Jude Hospital - Event Marketer

Buena Vista Fashion Show Benefits St. Jude Hospital

DB_ChicagoCatWalk_2004 Ex
Brand: BUENA VISTA
Agency: PARADIGM SHIFT WORLDWIDE
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2004

Looking to generate awareness and interest in the DVD release of Miramax’s Oscar-winning Chicago, Paradigm Shift took a quick time-out from its usual unusual press events to spin a charity fashion show that was as much about the community as it was about the movie.

Buena Vista recruited the St. Jude Children’s Research Hospital as the beneficiary of a Runway for Life Chicago-themed fundraiser fashion show. Working with designers Robert Ellis and Hugo Boss, celebrity models (including Jennifer Aniston, Ray Romano, and Cybil Shephard), dancers, and actors were pulled together for a bigger-than-life Broadway-style fashion show. Segments were tied together using original choreography from the movie as videos streamed against the back wall.

It was a night well spent, with $2 million raised for St. Jude; media coverage in such pubs as USA Today, People, and Us; and word of the DVD release leaked in a big way.

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