The Happy Campaign is a fictitious campaign we imagine for school. We had to invent a campaign that would appeal men in suits. So we thought we could use a funny character in our campaign that could speak directly to all these men. A man is often seen as clumsy. But with Happy Socks, all these men can survives all these clumsy situation because of the self-confidence brought by the fancy socks. A man with Happy Socks will automatically be seen as cool and sympathetic, and that's what we wanted to say to all these guys in suit.
The campaign starts with ads we place in the neighbourhood of office districts. The aim is to appeal to men when they're wearing their suits.
A week after that, there are socks distributed with a QRcode on it. We even designed a special sock with a QRcode pattern for Happy Socks. The QRcode is bringing you to the website of Happy Socks where you can find a link to the Happy app, a special application made to try Happy Socks with your smartphone. During that time, Happy Socks will put some announcements on twitter and facebook about Happy Socks on Tour, an event @ work where Happy Socks is touring in Belgium to see if someone's wearing Happy Socks. People who's wearing Happy Socks at that time will be rewarded with a 9to5HappyDay, a full service at work by Happy Socks.