Shorts on Shorts by Prkvadrat, Minsk for Manufactura

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Shorts on Shorts

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Industry Textile, Household maintenance & pet products, Advertising & Communication, Corporate Communication
Media Ambient, Case study
Market Belarus
Agency Prkvadrat, Minsk
Creative Director Pavel Dedkov - Kurt Novack
Art Director Maria Muhina, Marina Ustinova
Released April 2013

Credits & Description

Advertiser: MANUFACTURA
Agency: PRKVADRAT
Category: Special Build
Advertising campaign: SHORTS ON SHORTS
Creative Director: Pavel Dedkov (Prkvadrat)
Art Director: Maria Muhina (Manufactura)
Art Director: Marina Ustinova (Manufactura)

Execution
Primary.To prove how fast they can work, the first textile shorts were displayed in the central lobby within minutes of the shortlists appearing on the official festival Web site. Each pair of company-branded shorts was accompanied by flyers in a back pocket and a message emphasizing Manufactura’s speedy capabilities.Secondary.Moreover printed textile shorts witnessed that Manufactura can print rapidly on ANY unusual and creative clothes and objects, thus inspiring creatives for original and wide garment ideas that should generate new orders.

Client Brief Or Objective
MANUFACTURA is a local printing house that provides fast printing onto any fabric.The company had a chance to promote itself to potential business customers (advertising, btl and direct marketing agencies) during Minsk Advertising Festival. Often agencies make their orders in the last minute. That is why they are interested in a really fast production. But how to deliver them our "fast-textile-printing" message in tough and busy festival's environment in a relevant way?

Implementation
To get overall attention and to deliver directly the message Manufactura printed festival 'shorts'. Аnd did it on real textile shorts.It’s no secret that the shortlists of competing advertising entries, called simply 'shorts', is the most sought after information by festival delegates. 

Outcome
Manufactura's 'shorts' were a huge hit and became a real festival attraction in their own right, as well as a mandatory subject for official and private media coverage and reports on the festival.Due to new clients from advertising industry the ROI of the campaign made 2,200%. In the end, Manufactura’s printed shorts were in such demand that even some members of the jury tried to get а pair as a souvenir.