Coach's Spring 2026 campaign "Explore Your Story," from the global fashion brand originating in New York, USA, has won a Bronze Lion in the Collaboration category of the Creative Strategy division at the Cannes Lions International Festival of Creativity 2026, one of the world's most prestigious creative awards.
"Explore Your Story" is a global campaign born from dialogue with Gen Z worldwide. Focusing on the value that younger generations, raised in the digital age, are rediscovering in books and storytelling as a means of self-discovery and self-expression, the campaign was developed as an initiative embodying Coach's brand purpose, "Courage to Be Real."
The campaign introduced new book charms that can be read, alongside Coach's iconic bag, the "Tabby." Global ambassadors Elle Fanning, Storm Reid, Soyeon, and Rira Ikuta participated, expressing the importance of living authentically through their respective stories.
This award recognizes the strategic creativity and global collaboration of this campaign, achieved through the joint efforts of Coach, Forsman & Bodenfors, Mandai Loop, and Gen Z communities from around the world.
About Coach:
Coach, founded in New York in 1941, is a global fashion brand. Inspired by the vision of Creative Director Stuart Vevers and the inclusive, courageous spirit of our hometown, New York, we create beautiful, lasting things that enable everyone to be themselves.
Coach is a brand owned by Tapestry, Inc. Tapestry is listed on the New York Stock Exchange under the ticker symbol TPR.
FACT BOX
- Source: PR TIMES
- Category: 受賞
- Organizations: Forsman & Bodenfors / Mandai Loop