WEAR THE STREETS by Ogilvy Sao Paulo for Ramorama

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WEAR THE STREETS

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Industry Clothing
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Pedro Izique
Copywriter Fred Saldanha, Tiago Meloni
Account Supervisor Maira Bandeira, Evandro Guimaraes
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: RAMORAMA
Product/Service: FASHION BRAND
Agency: OGILVY BRASIL
Date of First Appearance: Nov 25 2009 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Vice President Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Creative Director: Fred Saldanha (Ogilvy Brasil)
Copywriter: Fred Saldanha (Ogilvy Brasil)
Art Director: Pedro Izique (Ogilvy Brasil)
Account Supervisor: Evandro Guimaraes (Ogilvy Brasil)
Account Supervisor: Maira Bandeira (Ogilvy Brasil)
Media placement: Posters - Street walls - 25.11.2009

Describe the brief/objective of the direct campaign.
Ramorama is a fashion brand created by a young artist made for a cool and alternative urban market. Our target are young people tuned into art and street interventions, such as graffitis, stencils, collages, tags, etc. Based on this insight, we decided to use the walls of the city not only to announce our brand, but also to launch an innovative collection.

Explain why the creative execution was relevant to the product or service.
We reached people in an amazing and unique way, without losing the alternative nature of the brand. The action was created in a truly urban neighborhood, full of artistic expressions. We reached the target right there, on the street with our brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to create the first streetwear collection where you actually wear the streets. Posters glued on the the city streets with a die-cut in the shape of a T-shirt was the way we found to launch the new collection. The graffitied walls, weathered by time and full of interesting details, became our media and at the same time the prints for the new T-shirt collection. The posters were strategically placed to highlight the most interesting section of the wall. The image that appeared inside the shirt shape was featured on a T-shirt that was sold online and at the Ramorama store.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The buzz that the action created resulted in Ramorama being invited to be sold, for the first time, in three multi-brand stores.