Roberts Radio x Amy Winehouse
In a collaboration that sees a percentage of profits going to the Amy Winehouse Foundation*, who inspire young people to build self-esteem and resilience, Roberts Radio are celebrating the life and legacy of one of Britain's most beloved musicians, Amy Winehouse.
Eleven Miles are proud to have been involved in the product launch for this collaboration, producing a suite of assets ready for use across eCommerce, social media and digital campaigns. Eleven Miles have worked with Roberts for a number of years, helping to define the brand, its look, feel and tone of voice, and cementing their position within the luxury lifestyle world. This latest collaboration required the team to manage the end-to-end production, from concepting, to location sourcing, to styling, and production.
The product is inspired by the outfit Amy Winehouse wore during the 2008 Brit Awards, the reimagined Revival iStream 3L features a leopard print front paired with red back panel, gold accents and an engraved Amy logo. With this in mind, the creative development for the shoot paid homage to Amy Whinehouse through the eyes of a music fan. We staged two mid-century themed homes as a musician's creative space, using props such as guitars, picks, and amps, including hints to Amy memorabilia such as Amy’s own notes and doodles, ticket stubs and an Amy brooch inspired by her famous ‘Blake’ heart hair brooch.
The ideation and assets required sign off from the Amy Winehouse Foundation, who were heavily involved in the partnership and creative process.
“We are delighted to be commemorating Amy’s life and career whilst raising funds for the Amy Winehouse Foundation through such a unique partnership. Roberts was very close to Amy’s heart and truly expressed her retro style; we know Amy’s fans will love and cherish this design for years to come.”
Jane Winehouse - Amy Winehouse Foundation
The campaign has now gone live across Roberts Radio’s platforms and can be seen in full here.
*The Amy Winehouse and Amy trademarks (and related copyrights) are the property of the Estate of Amy Winehouse. 4.3% of the sale price of this product goes to the Amy Winehouse Foundation (Reg. Charity no: 1143740). This represents the amount which would have been due to the Estate of Amy Winehouse, which has waived its entitlement to its share of the profits in favour of the charity.