Contenders at Cannes 2023: Noah x Tommy Hilfiger | Wavemaker China

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Wavemaker China

The Digital Idol with a Big Heart

Chinese shoppers fall in love with Noah

Sweeping away decades of tradition, Tommy Hilfiger cast Noah, fashion’s friendliest supermodel, to launch their biggest menswear collection of 2022.

As real-life superstars sat front row in New York, Noah walked the metaverse runway to an even bigger audience.

In a media-first, he became the only metahuman influencer ever to appear in a livestream with real people.

More interactive than any supermodel, Noah chatted, danced, and even flirted with 1000s of excited Tommy fans.

The campaign stormed China’s unique social ecosystem. It brought fans and fashion together – and carried the Hilfiger brand into the future with sensational results.


  • 288% Increase in YOY sales
  • 600,000 Live viewers
  • 5 Million Impressions in 3 hours
  • No. 1 on list of menswear brands

The Work

more contenders

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours