Alexander McQueen wanted to promote an international competition being run throughout stores in Los Angeles, New York, Milan and London to win a specially designed and highly coveted AMQ handbag. The competition was set up to coincide with Fashion Night Out, one of the highlights of London Fashion Week.

Through Breakfast of Champions, HPS created a stunning short movie that ran during the weeks leading up to the event in-store and on a special dedicated microsite which was also designed by us.

The competition captured the imagination of the beautiful people across the globe with more than four thousand people registering for the competition and, for the first year ever, the AMQ store in Bond Street had people queuing up the street, waiting to enter.