This was twofold: stop Thomas Pink customers feeling overwhelmed by the variety of shirt styles on offer and unsure which would suit them best, and also use digital content to help editorialise the core brand proposition.
The 'Which Shirt Are You?' campaign is a omnichannel content proposition that demonstrates that every shirt – and the man who wears it – is different. Through a series of short films hosted on a dedicated microsite, we explored the stories behind the men and the shirts they wear, along with a video explanation of each shirt, its details and how it's made.
We worked with Thomas Pink to create a look and feel and a set of design assets to use throughout the campaign.
We wanted to capture the essence of our shirting heroes for use across Thomas Pink's on and offline channels.
A series of videos were created to encourage people to discover and identify with the heroes and shirt styles.
Our photography was used in Thomas Pink's store fronts around the world.
We created bespoke cut-downs for use on Facebook, Twitter and Instagram.
The campaign filtered through to in-store using swing tags, window vinyls and digital signage.