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Industry Jeans
Media Promo & PR, Case study
Market Sweden
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Product/Service: JEANS
Art Director: Patrik Dunard (Dunard, Holmgren & Partners)
Copywriter: Daniel Holmgren (Dunard, Holmgren & Partners)

Summary of the Campaign
Have you ever wondered why jeans are prewashed the way they are? Is it the designer or maybe some guy at the jeans factory who decides? We were convinced that the best prewash patterns would be accomplished by copying wear patterns made to jeans when used in real life situations. Therefore we gave seven pair of jeans to seven different reindeer tending Samis. The aim was to give the denim pants an authentic wear out plus a legend of its own. The Samis would wear the pants for six months without washing them, which should result in new, more realistic, denim wash patterns for the forthcoming collection. We created a site and a blog where one could follow the project and the Samis efforts in wearing and tearing the jeans. After six months, people were given the opportunity to vote for their favorite wear out pattern. The three pairs that got the most votes became the new denim washes for the winter/spring collection. The benefit for Denim Demon was that they gained recognition all over the world in media such as sites, blogs, newspapers, magazines and TV morning shows.

The Goal
This project is all about bringing the prewashing of jeans a step forward. The purpose and goal is to obtain authentic wear outs, by authentic people, and as a consequence bring worldwide recognition to the until then unknown fashion brand name Denim Demon.

We wanted to make something that the media could and wanted to report. And the media went crazy. We got 9 minutes on two of the most popular morning TV shows in Sweden. Social media and Internet blogs (domestic and foreign) wrote about it almost immediately. The biggest Buzz sites in Sweden brought it on and all the major fashion magazines also wrote about it and presented it on their sites. But the thing that really delighted us was that almost all the various media followed the project from the very start and all the way to the finish line.

It ran according to plan. We sent the denim pants on tour to the Lapland part of Sweden in March 2009. We documented and uploaded the entire campaign with pictures and short films on our blog and on our website. The photographer’s pictures became an exhibition and so did the Denim Demons big release party. And finally in January of 2010 the new collection hit the stores and immediately became a fashion success!

The Situation
Denim Demon was a small unknown Swedish denim company of native Sami origin. Their media budget amounted to zero in any currency. So the best strategy in this situation we thought, was to create a PR campaign that was so smart and innovative that it would engage and trigger curiosity for this new player and their collection among the media people regardless of budget.

The Strategy
To send our forthcoming collection on a tour to the Lapland part of Sweden (Sami country). We gave seven pair of jeans to seven different Samis. The aim was to give these denim pants a history of their own and to create an authentic wear out. We created a site and a blog, where one could read more about the project and follow the Samis efforts to wear and tear the jeans. We also sent a photographer to document the whole project, and we also invited magazines, newspapers and TV networks to follow the project.