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Industry Clothing
Media Promo & PR, Case study
Market Netherlands
Agency Selmore
Director Delano Sookha
Art Director Esin Cittone
Copywriter Dom Nash
Client Service Director Guido Van Der Meijden
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: WAALWEAR MEN
Product/Service: FORMAL MEN'S WEAR
Agency: SELMORE CREATIVE AGENCY
Date of First Appearance: Nov 18 2009 12:00AM
Entrant Company: SELMORE CREATIVE AGENCY, Amsterdam, THE NETHERLANDS
Concept: Esin Cittone/Dom Nash (Selmore)
Creative Art Director: Diederick Hillenius (Selmore)
Art Director: Esin Cittone (Selmore)
Copywriter: Dom Nash (Selmore)
Client Service Director: Guido van der Meijden (Selmore)
Account Director: Rina Verweij (Selmore)
RTV Producer: Patrick Nelemans (Selmore)
Production Company: Eric Smit (Havasu Films)
Director: Delano Sookha
Post-Production: (MacGyver)
Sound Studio: (M-ost)
Music: Rimer Veeman
PR: (Linden & Barbosa)
PR: David Zeff
Special Effects Artist: Rogier Samuels (Unreal Special Make-Up)
Media placement: PR - www.nucleonforce.com - 18/11/2009

Results and Effectiveness
Carmen's video received 10 million views in four days on websites such as The Sun, Perez Hilton and TMZ. It also attracted massive international media attention, even offline in 'shock jock' Howard Stern’s popular show. Results: 12 million viewers 320 blogs from 30 countries 90% unique visitors to the website Total PR value: 2.3 million Euros Media spent: 0 Euro

Creative Execution
We leaked a home video (part 1) onto the Internet. This tape shows the celebrity Carmen Electra getting a bit naughty with a mystery lover (who films the whole thing using a handheld camera) and her female friend in a hot steamy threesome. This clip spread around the world within hours. The media started asking questions about who filmed it. Who’s the lucky cameraman? Is it her boyfriend, husband or a secret lover? Then a new tape suddenly shows up. It’s part 2 featuring even hotter scenes. And this time we can see that the guy they are playing with is the Van Gils mannequin. Definite proof that ‘It’s all about the suit’.

Insights, Strategy & the Idea
We transformed an ordinary shop mannequin into a celebrity last year in order to prove that it’s all about the suit. This celeb is named Van Gils. He uses his suit to open doors, get into some very exclusive places and socialise with some of the world’s most beautiful and famous women. He returned in the follow-up campaign this year with a bang by starring in his own celebrity sex tape.