BACKGROUND
Cro Jack is a clothing line that target people looking for quality garments with the MADE IN ENGLAND luxury. Being British manufactured, ethically produced clothing is seeing a boom in popularity. With boredom for disposable fashion, wardrobe mainstays are the trend of the future.
Cro’Jack is at the forefront of keeping British manufacturing alive sourcing their materials from companies all over the UK Cro’Jack is committed to using only the finest British fabrics.
BRIEF
A live brief to promote the new Cro' Jack store opening in Covent Garden that is creative, impactful and on a small budget.
IDEA
Using an ambient campaign to interact with the people of Covent Garden, demonstrating ‘Framing British Heritage the Cro Jack Way’ and showing off their high quality fabric.
This was our proposition for the campaign.
Incorporating the proposition as using a ‘fabric bombing’ technique with Cro’ Jack’s material on iconic British symbols.
The fabric is a masterpiece, so why not treat it like one?
Framed pieces of fabric throughout London that have a QR code on them to take people through to a map of where the store is located.
Once the QR code is scanned, a detailed map of how to find the store is shown.
An ambient tree (made with drift wood - a material used throughout the store) used near-by the shop. It will have polaroid photos to represent the leaves. The photos will contain pictures of anything related to Cro’ Jack - including people wearing the clothes, the website, fabrics and other important details.
A virtual tree online where people can post their own images on the Cro’ Jack website.
Invitations to the store, bound in a Cro’Jack pocket.
Invitations to the store, bound in a Cro’Jack pocket.
This is a way to combine both the sweet and pocket idea, in a drift wood basket. This is also a way of approaching the close by offices by giving them a hamper - this is a non-evasive way of integrating into the office environment.
