Old Navy: SuparTool by Camp + King San Francisco for Old Navy

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Old Navy: SuparTool

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Industry Apparel, Clothing & Footwear
Media Film
Market United States
Agency Camp + King San Francisco
Director Greg Bell
Released April 2011

Credits & Description

A series of videos posing as high fashion commercials kick off a new integrated campaign for Old Navy out of Camp + King, which aims to start a new conversation with its male customers.
Posing as arty spots for fashion brands called 'Supar Tool' and 'Corporado', the virals carry no Old Navy branding until the very end, when they are revealed to be fake and divert the viewer to a website, dresslikeaguy.com. The strapline is 'Dress like a guy. Not THAT guy.'
The full campaign will include spreads in Maxim magazine, a Men's tab on the Old Navy Facebook page and a mobile website. There, visitors can save 'outfits' to their phone's photo library so they can show them to store associates, delivering on the male customer's desire to 'buy' and not 'shop.'
Agency: Camp + King
Client: Old Navy
Director: Greg Bell
Film Company: Epoch Films