THE SHIRT MADE TO BE STAINED by Leo Burnett Iberia Madrid for Dyrup

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THE SHIRT MADE TO BE STAINED

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Fabio Santos, Nuno Salvaterra
Copywriter Pedro Ribeiro, Jaime Nascimento
Account Supervisor Renata Ferreira
Illustrator Fabio Santos
Released March 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: LEO BURNETT IBERIA / DYRUP
Product/Service: PAINT
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 4 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Entry URL: http://www.ourawardsite.com/2011/dyrup/the-shirt-made-to-be-stained/promo-a02/
Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Art Director: Fabio Santos, Nuno Salvaterra (Leo Burnett Iberia)
Copywriter: Pedro Ribeiro, Jaime Nascimento (Leo Burnett Iberia)
Account Director: Paula Lopes, Tiago Reis (Leo Burnett Iberia)
Account Executive: Frederico Bento, Joana Ferreira (Leo Burnett Iberia)
Account Supervisor: Renata Ferreira (Leo Burnett Iberia)
Illustrator: Fabio Santos (Leo Burnett Iberia)
Producer Director: Cristina Almeida (Leo Burnett Iberia)
Graphic Producer: Antonio Junior, Rui Caracol, Emanuel Serôdio (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: T-Shirt - Paint Stores - 04/03/2011

Describe the objective of the promotion.
The client asked for a purchase gift to promote the brand’s concept “Happy colours. Happy life”.

Describe how the promotion developed from concept to implementation.
The idea was to offer something that would make the painting process more fun. We thought of turning something bad into good: the inevitable ink splatters. We came up with a t-shirt. A different one: it’s not finished yet. We’ve selected the main colours of Dyrup’s catalogue and illustrated funny stories that needed ink stains of those colours in order to be completed. The more stains they got, the better and funnier they looked.

Explain why the method of promotion was most relevant to the product or service.
This t-shirt contributed to make something as boring as painting a little more fun and ink splatters would no longer be a bad thing. Now they’re welcome. This makes all the sense for a brand that wants to spread happiness.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Painting walls became fun and unlike most advertising t-shirt’s, this one was really desirable and wearable. That’s why they ran out and every time someone wore it, the concept “Happy colours. Happy life” was communicated.