Roberts × Amy Winehouse
Digital campaign delivery for a limited-edition radio and turntable range.
The brief
Launching a limited-edition range across digital.
Roberts partnered with the Amy Winehouse Foundation on a limited-edition range celebrating Amy’s style and her connection with the brand. The brief was to take the approved campaign concept and deliver it consistently across the Roberts website, CRM and social channels.
My role
Working closely with the Art Director and CPM, I led the digital design and delivery. I built the campaign pages and emails, adapted assets across key formats and coordinated the content through to launch.
The range
A shared identity across radio and turntable.
The collaboration featured 500 Revival iStream 3L radios and 50 RT200 turntables. Each product used details inspired by Amy’s distinctive style, with a percentage of sales going to the Amy Winehouse Foundation.
Revival iStream 3L
The iStream 3L combined a leopard-print front with a deep red back panel and engraved Amy details.
RT200 turntable
A numbered edition of 50, featuring Amy’s signature and heart-shaped doodles across the turntable and slipmat.
Teaser and launch
From teaser to launch.
A stripped-back teaser introduced the collaboration before the full product range was revealed across the campaign.
Campaign page
Bringing the full collaboration together.
The campaign page brought both products and the Amy Winehouse Foundation story together in one place. I structured and built the page, then adapted the approved creative for supporting homepage and product placements.
Scroll to explore the page
Retail rollout
Taking the campaign into store.
The launch was supported by point-of-sale artwork that carried the campaign into retail. I adapted the approved visual system for the portrait format, balancing the product story, key details and sales message.
CRM
Carrying the launch into email.
The launch email introduced the collaboration, highlighted the iStream 3L and gave customers a clear route through to the range.
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