This campaign was for a fictional concept fashion branding company. The company was holding a competition where start-up fashion designers would showcase their designs and the winner would have their branding done for free by the company.
The event was called Tatkraft, (meaning spark or energy in German), as the company holding the competition was supposedly based in Berlin. The company was looking for designs that had Tatkraft. The tagline was “Make Them Talk”, used with illustrations of absurdist fashion.
The event was open to the public, who had to buy tickets to enter. Merchandise such as tshirts and bags were sold as well.
