Van Heusen's new range of Van Heusen Evercool® suits, shirts and underwear is getting a retro look television, online and print campaign to support it. You might also notice the body they've used – it belongs to Richard Cilli, a principal dancer for the Sydney Dance Company.
Creative and strategic agency, Bashful, devised the TVC and print campaign which was produced by Collider. The stills and TVC are brought to life by director and photographer, Tim Richardson. P.R. support is by Stellar* Concepts.
The TVC shows slow motion shots of Cilli at speeds of 1000 frames per second, with flaring back lights and controlled ambient lighting effects employed to show heat and cool, highlighting the UV reflecting, moisture-wicking and cooling qualities of the Van Heusen Evercool® range.
The campaign will feature on pay and free to air TV, In-flight TV, print, online and through social media channels, and went live from 1 August.
“We want to reach out to a discerning group of 18 to 34 males and attract them to this innovative new range of apparel. Van Heusen Evercool® cements our positioning as experts and innovators in business apparel,” Dianne Taylor, Gazal group brand marketing manager reported. Research for the new brand indicated that the target group of men were significantly interested in solving the problem of sweating visibly while at work. Van Heusen Evercool® is the first range of business apparel to use new fabric technologies traditionally used in performance apparel.
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