Any Shape

Background

Artesanos Camiseros is a tailor shop that specialises in making shirts for all those people who can’t find clothes that are the right shape or size off the rack. The agency’s goal was to get these people to ask themselves, 'Do my clothes really fit?' and then to encourage them to visit the shop and have a first shirt made.

Idea

The agency decided to challenge their client to a test of their skills. Finding natural and man-made objects in public spaces that vaguely resembled odd-shaped humans (Mr. Big - a tree, Mr. Short - a fire hydrant, Mr. Thin - a lamp post and Mr. Stout - a fountain) they asked Artesanos Camiseros to tailor shirts for them. With the focus on higher income individuals, the dense concentration of banks and financial institutions in downtown Zurich provided a suitable venue, the objects being found directly in front of targeted buildings. The objects were then given public 'fitting sessions', with removable tags that doubled as 10% discount coupons being attached to the clothing.

Results

The campaign resulted in a marked increase in foot traffic and sales. The event was covered in the daily newspapers and resulted in valuable free publicity.

Target Audience

Business professionals between 35 and 65, predominantly in the banking and finance sectors – mostly male.

Our Thoughts

A 'bread and butter' piece of work? You're joking. I left it in, however, because it provides a great example of what a proposition should look like: "Camiseros is a tailor shop that specialises in making shirts for all those people who can't find clothes that are the right shape or size off the rack." The work also does a very good job of dramatising that proposition. SH