Maxwell Logan

Empower women to unlock their inner confidence

In late 2014, Agent Provocateur was due to launch one of its most audacious and dramatic talent partnerships in the company’s 16-year history.

The partnership, building to a crescendo over a 3 month period, would climax with the release of an astonishingly provocative video and print campaign starring one of the world’s most admired and recognisable women – music artist and actress, Mariah Carey. 

Recognising the scale of my challenge to modernise the culture at Agent Provocateur, I requested the leeway to enlist top independent agencies to pitch for the campaign creative, intended to capitalise on the mooted collaboration with Mariah Carey.

Sunshine excelled expectations, proposing a cultural IP called ‘Le Salon’, a fictitious, highly secret club in the heart of New York City.

Devised as a conceptual, physical and digital manifestation of the brand, created to carry the Agent Provocateur message across the world and take advantage of a fast-changing media landscape. A finale performance by Mariah Carey would end the campaign live-cast from Le Salon.

Unforgivably, non-remittance of agency fees coupled with the inability to deny or confirm the involvement of Mariah Carey until too late into the campaign, made for a vast missed-opportunity.

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