The goal was to create an awareness campaign for their underwear brand to break into the French market and to grow their online presence.
Since McAlson knows exactly how beneficial (freedom of) movement is, the choice to go from picture to video was only natural. The goal was to create an awareness campaign for their underwear brand to break into the French market and to grow their online presence. The efforts paid off partially because people love to see a good slo-mo.
We developed three thematic videos with a surrealist vibe and a set of derivatives to use on different channels and maximize our spread.
For both the autumnal video and the golf one, we decided to pay tribute to Magritte, a famous Belgian surrealist painter. This was a perfect fit with the existing concept where people were put in an ordinary setting with their pants missing.
The holiday months are McAlson’s biggest selling period. Who doesn’t want a pair of comfy boxers under the Christmas tree right? We decided to make one Christmas-themed video that could be reused every year to boost their sales.
Traditionally, the family that owns McAlson has always been the subject of their advertising campaigns. For us ,this proved to be a huge benefit, as we could get direct feedback on-set.
For the distribution, we chose to go with the main-micro approach. That means that we took the three main videos and extracted different shorts into different formats to use for targeting and retargeting on social media.
The result was a video campaign that was a continuation of the McAlson brand, only with movement instead of stills. After three months, the campaign reached 213.591 views 60% of viewers originated in France.
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