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TOUCH ME
Mulberry Softie
A Campaign That You’d Want to Reach Out and Touch.
The new Mulberry Softie is a bag that’s made for touching. Crafted out of the softest nappa leather with each padded cell filled with lush down feathers, it invites you to give it a hug, an embrace. With a unique silhouette that bounces and inflates, it’s a satisfying tactile experience that makes it one of the most supple bags in the world today.
As we emerge from a socially-distanced world, we observe a loss of touch. When we’re denied this basic need, we crave it. We miss the visceral connection it brings. This cultural tension is what we want to play on, by asking people to touch again.
Campaign Launch Film
Craftsmanship & Sustainability
Colour Variant
Giving that extra level of sensoriality through ASMR sound design
Sound adds another dimension to the feeling of touch. To improve upon the tactile experience, each piece relied on sound design and ASMR to create a unique texture. We transformed traditional ASMR sounds into narrative ASMR experiences that complemented the story and enhanced the viewing experience.
Softness & Quality Variant
Softness & Quality Variant
Global campaign made out of Singapore.
Across UK, South Korea, China.
86 bags sold in the first week.
Highest social engagement in Mulberry’s history.
Over 2.5 million views on YouTube and Instagram.
Shanghai IFC Mall
Shinsegae Gangnam, Korea
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Mulberry London - Regent Street
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