C&a Design & Branding OH MY GOD, IT’S A T-SHIRT-THE C&A INSTANT SHIRT by Interone Germany

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Industry Recruiting
Media Design & Branding
Market Germany
Agency Interone Germany
Executive Creative Director Marco Mehrwald, Matthias Schaefer
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: C&A
Product/Service: RECRUITMENT
Executive Creative Director: Matthias Schaefer (Interone)
Executive Creative Director: Marco Mehrwald (Interone)
Senior Art Director: Alena Serhatlic (Interone)
Planner: Christoph Jourdan (Interone)
Senior Concept Designer: Margot Meissner (Interone)
Senior Account Manager: Amar Abbas (Interone)
Senior Copywriter: Stephen James (Interone)
Account Executive: Sabine Rudolf (Interone)
Director Print Production: Jens Pastyrik (Interone)
Media placement: Promotion - AMD Akademie Mode & Design GmbH, Düsseldorf - 30 January 2012
Media placement: Promotion - Hamburg University Of Applied Sciences / Design Department - 30 January 2012
Media placement: Promotion - Modedesignschule Manuel Fritz, Mannheim - 30 January 2012
Media placement: Promotion - Akademie JAK, Hamburg - 30 January 2012

Describe the brief from the client
The client C&A wanted an innovative and sustainable way of recruiting creative up-and-coming designers, who would otherwise not have been drawn to the company.

Describe the challenges and key objectives
In the fast-moving fashion sector, companies are constantly competing for the services of talented designers for their brands. C&A was looking for ways to position itself as an employer in this market. The principal targets were as follows:
a. To establish simple, direct contact to promising talents with high creative potential in a way that avoids conventional, time-consuming job-application portfolios.
b. To reflect the C&A motto "Caring and Amazing", and to clearly distinguish the company in terms of employer branding.

Describe how you arrived at the final design
Dialogue with fashion students and with C&A revealed a desire on both sides for direct and uncomplicated application mechanisms. The C&A Instant Shirt is a response to this insight: promising designers are directly involved in creating an item of clothing and can apply for a job quickly and easily.
Further, the company presents itself as modern and sophisticated regarding its own sustainability strategy. Each component of the C&A Instant Shirt can be used for the application; not only the content, but also the entire packaging. In this way, the kit's design showcases the company's "Caring and Amazing" attitude.

Give some indication of how successful the outcome was in the market
The extremely high response rate (over 50%) to C&A Instant Shirts is proof that they definitely struck a chord with the target group. Further, C&A was able to position itself as a creative employer, providing new ways and means for up-and-coming designers to apply for jobs in a quick, uncomplicated and creative fashion. All in all, the campaign was so successful that C&A is considering continuing it in the near future.