WATCH VIDEO BELOW...

Bashful has launched a new TVC and print campaign for business apparel company Van Heusen following its development of a new men’s travel suit product.

The agency decided to develop a new sub brand, ‘Performa’, ensuring a strong foundation for a new fashion suit that is especially resistant to the elements of daily life.

The idea behind Performa is that no matter what the day throws at you the suit will deal with it.

"This was a dream brief – to help define the new product and then launch it," explains Bashful director Simon Bookallil.

"The process from refining the product, creating a sub brand name, to establishing its core values and then expressing it through a dynamic and multi-faceted campaign was an exhilarating process for Bashful," he says.

"Van Heusen has strong brand equity and a loyal clientele who respect our tailoring expertise in fits and fabric. Bashful’s slick, contemporary campaign cements our positioning as an aspirational, innovative brand in this category," said Dianne Taylor, Gazal group brand marketing manager.

"We wanted to energise our existing client base and attract an up-and-coming group of young, professional men aged between18 and 34 to the brand through a multi-media based strategy, and be visible within the media channels that they engage in," she added.

Bashful worked with director Tim Richardson to shoot the TVC and photography for the campaign.
Richard Cilli, a principal dancer for the Sydney Dance Company, was cast as the talent for the campaign

The campaign will feature on pay and free to air TV, and in print, online and through social media channels for the next 12 months. The campaign will go live September 5, 2010.

WATCH VIDEO BELOW...