Reimagining an icon
Client: Christopher Ward
Product: C1 Bel Canto Classic
Date: October 2024
Context:
The original Bel Canto put Christopher Ward firmly on the map. A limited piece due to small-batch production, it sold out fast. Two years on, enter Bel Canto Classic – building on the original’s success – and giving fans another chance to own one.
Challenge:
Amends to the supply chain meant the Classic could be scaled up to meet demand. The challenge? Reassuring fans that this change didn’t affect CW’s usual exceptional standards.
Collective action:
We rolled out 78 assets across paid, owned, and earned, for a full-funnel approach. We let the community speak for itself, with real reviews from respected voices helping us build trust. We flaunted the impressive design and lifted the lid on production – to show how traditional methods and modern processes can work in harmony to optimise results.
IN THEIR OWN WORDS
Nutshell are simply brilliant at what they do. They were able to immerse themselves in the world of CW quickly, getting to grips with our products and their intricate mechanisms and technical specifications. They have a gift for finding the stories behind the brand and telling them in a way that converts.
Kate Peregrine | Marketing Director | Christopher Ward
