Killer Jeans Design & Branding STRIP THE SUMMER by Grey Mumbai

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Industry Jeans
Media Design & Branding
Market India
Agency Grey Mumbai
Executive Creative Director Rohit Malkani
Art Director Suhas Panchal
Photographer Prasad Naik
Account Supervisor Kamia Wahi
Illustrator Vinay Patil, Sanjay B Shetye, Pravin Patil
Released August 2011

Credits & Description

Category: Posters
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Executive Creative Director/Art Director: Karan Rawat (Grey Worldwide)
Senior Creative Director: Vijaykumar Subramani (Grey Worldwide)
Senior Creative Director/Art Director: Shiv Parameswaran (Grey Worldwide)
Art Director: Suhas Panchal (Grey Worldwide)
Senior Copywriter: Anuradha Roy (Grey Worldwide)
Illustrator: Vinay Patil (Grey Worldwide)
Illustrator: Pravin Patil (Grey Worldwide)
Illustrator: Sanjay Shetye (Grey Worldwide)
Photographer: Prasad Naik
Account Director: Ramiya Nambiar (Grey Worldwide)
Account Supervisor: Kamia Wahi (Grey Worldwide)
Media placement: Poster - Killer Flagship Stores - 14 August 2011

Describe the brief from the client
Killer Denim, India’s leading denim brand, was launching its Autumn-Winter Collection 2011. The brief was to create a poster campaign for it that would launch the collection in its flagship stores.

Describe the challenges and key objectives
The key challenge for us was to create a poster campaign that would not just show the collection in an interesting manner, but also engage customers.

At the end of a long and tiring summer, we wanted people to leave behind memories of the scorching heat and move ahead. We needed an idea that would aid people in doing that.

Describe how you arrived at the final design
The creative idea came from the relationship shared by winter and summer. Summer is for everything bright and nice, while winter stands for everything dark and evil. At least that’s what summer has made the world believe. However, now winter is here to set things right. It's here to get even with summer. Thus, the idea of 'Strip the Summer' was born.

Each poster is a chronicle of how winter’s doing just that and urged shoppers to become a part of winter's revenge plan.

Give some indication of how successful the outcome was in the market
The poster campaign was an instant hit with shoppers at Killer's flagship stores. The interactive posters also engaged them and urged them to come back to the stores again and again.
It created a successful launch for the Killer Autumn-Winter Collection 2011 which got completely sold out.