Mossimo Spring/Summer Men’s Range
Increase sales and awareness of the Mossimo brand amongst the target audience and change the perception of Mossimo from out-dated to new and exciting.
“Mossimo is the effortlessly stylish choice of street clothing for young urban men.”
18-24 year old men living in suburban Melbourne and Sydney. They want to look cool and confident without standing-out. They want to attract the opposite sex and have fun.
Video games are no longer just for kids. This may be news to a lot of people, but young guys in Australia have known it for a long time. According to a 2008 Bond research report, 84% of young adults surveyed play computer games.
Using the work of the Dutch ‘in-game’ photographer, Robert Overweg, this campaign takes advantage of the target audience’s familiarity with popular first-person shooter games and the ‘glitches’ that occur within them. The images are so easily recognised by the average 18-24 year old male that the idea behind the ad is immediately understood; they can relate to it and establish a deeper connection with the Mossimo brand.
Despite how much the target audience love their games, they don’t necessarily want everyone to know it. Conveniently, this advertising campaign doesn’t ‘out’ the target audience as game players because only the target audience recognise the visual cues. To everyone else it’s just another interesting youth clothing campaign that captures moments of casual, stylish, urban youth fashion against a surreal backdrop.