CHALLENGE
Build a campaign for the 2012 prom season that would give the tuxedo chain an exciting, youthful and fresh look.
APPROACH
The prom tuxedo season is short, and speaks to a split audience--young men who want to look good, and their moms who are paying the bill. We had to speak to both groups without appearing out of touch or style. Previous Tuxedo Junction prom campaigns featured the same models as their wedding campaigns, so we immediately saw an opportunity to make this prom campaign more age appropriate. We developed the "Prom's looking good" campaign with fun in mind. We photographed a group of eight young models candidly having fun together, being innocent and flirtatious, and age appropriate. We styled the shoot with a warm, colorful, energetic and trendy sensibility. The national campaign featured market-specific direct mailers, prom agent collateral pieces, a redesigned prom section on the Tuxedo Junction website, and custom Facebook pages, profile image and cover photo.
