PIMKIE SHOW ME THE LOGO by Happiness Brussels for Pimkie

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PIMKIE SHOW ME THE LOGO

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Industry Apparel, Clothing & Footwear, Clothing
Media Design & Branding
Market Belgium
Agency Happiness Brussels
Art Director Margot Populaire
Producer Bart Vande Maele, Jean Eric Le Coniacde La Longrays
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: PIMKIE INTERNATIONAL
Product/Service: FASHION / CLOTHING
Agency: HAPPINESS BRUSSELS
Chief Executive Officer: Karen Corrigan (Happiness Brussels)
Creative Management/Copywriter: Peter Ampe (Happiness Brussels)
Creative Management: Isabel Peeters (Happiness Brussels)
Head Of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Account Director: Nathalie Marchand (Happiness Brussels)
Producer: Jean Eric Le Coniacde La Longrays (Happiness Brussels)
Producer: Bart Vande Maele (Happiness Brussels)
Account: Julie Bastin (Happiness Brussels)
Film Director: Bob Jeusette (Happiness Brussels)
Art Director: Margot Populaire (Happiness Brussels)
Media placement: stunt - outdoor - 28/04/2012

Describe the brief from the client
Last year fashion brand PIMKIE did a complete rebranding, including a totally new logo. They wanted women aged 20 to connect or re-connect with the brand and spread the new logo.

Describe the challenges and key objectives
Everyone is wearing T-shirts with logo’s, so PIMKIE decided it wants to be the first brand to reward its customers for walking around with their logo. We designed a show-me-the-logo-T-shirt with a barcode and distributed this in the shopping center of Brussels. If you went shopping with the PIMKIE-shirt, the barcode gave you access to 15% reduction on the new spring collection.

Describe how you arrived at the final design
We used the T-shirt as a sales tool.

Give some indication of how successful the outcome was in the market

500 show-me-the-logo-T-shirts were distributed just before we had to enter the case. But first reactions were very positive and PIMKIE is strongly thinking about doing this ‘image meets sales’-action in other European cities later this year.