Jo Malone London | The Paddington™ Filter

02. The Solution -  Celebrating British Heritage with the Paddington™ Filter

The Paddington™ Filter is a social media activation designed to amplify the launch of the Jo Malone London x Paddington™ collection. Housed within a microsite that tells the story behind the limited edition Marmalade cologne, the experience draws creative inspiration from Paddington Bear's beloved orange marmalade, and the nostalgic childhood memories associated with fun-filled summer holidays.

The activation seeks to engage users by allowing them to create and share personalised content featuring AR stickers and frames reflective of Paddington Bear's charming and iconic imagery, online through the microsite and out-of-home through Qr codes that are accessible in various pop-up locations in London, Shanghai, and Seoul.

The AR stickers and frames in the Paddington™ Filter microsite embody elements of Paddington Bear's story and personality, enhancing the cultural resonance of the campaign.

04. Insight - Playful Engagement…Just Because

The Paddington Filter not only boosts engagement on social media but also reinforces Jo Malone London's brand identity by associating it with beloved British traditions and characters. The interactive nature of the filter encourages user participation and sharing, thereby increasing the campaign's reach and visibility across different markets.

The collaboration between Jo Malone London and Paddington Bear, brought to life through Holition’s digital amplification, serves as a vibrant celebration of British culture. By combining the nostalgic appeal of Paddington Bear with the luxury and creativity of Jo Malone London, the Paddington Filter microsite effectively engages consumers and amplifies the launch of the Orange Marmalade collection on a global scale.

A tasty treat from Jo Malone London and Paddington™… Just Because