JWT+H+F pulls out the cross-media stops for G-Star

On December 6, the first G-Star flagship store in Switzerland opens its doors in Zurich. JWT+H+F was entrusted with the entire opening communication. The Zurich-based creatives opted for a cross-media solution and pulled out various stops: firstly, they recruited models for G-Star fashion shows. JWT+H+F created a flyer for this, which was distributed in Zurich clubs. The young models were able to register on a specially created microsite. The fashion shows then took place in Zurich clubs on several Saturdays. The flyer designed by JWT+H+F to publicize the opening on 6.12.07 was distributed among the spectators at the fashion shows. Another step in the opening communication was a guerrilla fashion show: A fashion show was held in downtown Zurich a week before the opening, with the streets of Zurich serving as a catwalk. The guerrilla fashion show was accompanied by a film team that not only filmed the models, but also the reactions of passers-by. The film about the guerrilla campaign can also be seen on the G-Circle.ch website and will also be shown on monitors at the store opening, as the size of the store does not allow a fashion show. A media cooperation with Radio Energy is in place for the entire opening: Zurich's local radio station is providing editorial coverage. At the same time, a radio spot designed by JWT+H+F and produced by Energy will be broadcast, highlighting the opening date.
Responsible at G-Star:

Kerstin Walser. Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Mike Krüll (creative director, text), Isa McInnes (art direction), Franco Elsener (consulting), Sebastian Day, Christian Wirz (graphics). Pulse (Internet).