M.J.BALE Design & Branding M.J BALE GRAZED ON GREATNESS-SUIT by Whybin\TBWA Sydney

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency Whybin\TBWA Sydney
Director Stephen Oliver
Executive Creative Director Matty Burton, Dave Bowman
Photographer Gerrard Needham
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: M.J.BALE
Chief Executive Officer: Paul Bradbury (Whybin\TBWA\Tequila Sydney)
Executive Creative Director: Dave Bowman (Whybin\TBWA\Tequila Sydney)
Executive Creative Director: Matty Burton (Whybin\TBWA\Tequila Sydney)
Creative Director/Art Director: Peter Galmes (Whybin\TBWA\Tequila Sydney)
Creative Director/Copywriter: John McKelvey (Whybin\TBWA\Tequila Sydney)
Director: Stephen Oliver
Music/Sound: (Nylon Studios)
Post Production: (Method Studios)
Photographer: Gerrard Needham
Director Of Photography: Hugh Miller
Head Of Studio: Chris Mawson (Whybin\TBWA\Tequila Sydney)

Describe the brief from the client
M.J. Bale is a relatively new, high-end, Australian men’s fashion brand. They make garments from the world’s finest raw materials, including a range of Australian superfine Merino wool suits. They have a focus on provenance and authenticity. Our brief was to gain awareness of M.J. Bale’s sponsorship of the Australian Cricket team, as Official Tailors to the team, by designing in-store promotional material that would showcase their sponsorship.

Describe the challenges and key objectives
We aimed to generate awareness for M.J. Bale’s sponsorship of the Australian Cricket Team and to communicate M.J. Bale’s provenance story within our designs.
Rather than simply attaching a promotion to an existing range of suits, or just updating the packaging on face value, we created an entirely new product line, designing the ‘Grazed on Greatness’ promotional range of pure wool suits. The Australian Cricket Team would wear the suits before we released the range to the public.

Describe how you arrived at the final design
Our sponsorship of the Australian Cricket Team gave us access to a unique ingredient that no other fashion brand had: 150 years of Australian victory.
So, we wove this through the fabric we crafted the range from.
First, we found the oval where the Australian Cricket Team has had its most victories, the Sydney Cricket Ground (SCG). We took grass from there, replanted it on a Merino sheep farm, fed it to our sheep and with their wool, now infused with victory, handcrafted the suits. We had successfully incorporated the sporting victories and greatness that Australians feel most passionate about into the superfine Merino wool we designed the range from.

Give some indication of how successful the outcome was in the market
- The range generated a huge amount of PR and awareness for M.J. Bale’s sponsorship, and a unique provenance story had been established.
- The campaign earned media coverage (broadcast TV, News, Press, Editorial, PR, social media) valued at over A$3.2m ($US 3.3m).
- In store traffic and sales spiked to an all-time high
- Tailored suit orders were up 520%.
- The Grazed on Greatness promotional range were M.J Bale’s all-time quickest selling range.
- M.J Bale expanded its national distribution into Australia’s largest and most prestigious retail chain, with 38 additional new outlets, nationwide.