Koan: fashion label

View cinema ad.

 

Often, the right solution to the actual problem will not be an ad.

 

When Coin – a middle of the road Italian department store – briefed McCann Milan to create an ad campaign to help elevate it’s image…the answer was the creation of a new fashion label. The elegant, yet affordable, clothing line was named KOAN. Metropolitan fashion, contemporary without excess, the line was based on harmonious, natural forms and colours.

 

Intentions were grand but the budget was limited. Full page B+W teaser ads were run in local newspapers in key cities over 6 days. On the seventh day the launch ad revealed all. Tram and bus posters and a cinema commercial (simply shot in a garage) also launched on the same day throughout Italy. The branding project included logo and Visual ID development and was awarded an Epica D’Or for best design. The Koan clothing line was officially released at the world famous PITTI Mens Fashion Show in Florence where a special event was held. Invitations to VIP via mail, as well as ambient media at the event utilised images from the teaser campaign for a coordinated image.

 

The second year’s campaign presented a different interpretation of the same successful theme.

 

MEDIA: NEWSPAPER ADS, TRAM POSTERS, INSTORE POSTERS, PROMOCARDS, CINEMA, DIRECT MAIL, EVENT, SHOPPERS. 


sectors: , | 2014