Y&R collects favorite T-shirts for Total
Y&R developed an integrated campaign for Migros Total. The challenge was to get first-time laundry-doers—who, having moved out of their parents’ home, are now responsible for their own laundry—excited about a product like laundry detergent, which is typically not targeted at this demographic.
"Total stands for uncomplicated, gentle cleaning and thus also for a special longevity of the textiles. This gave us the idea of making our target group's favorite T-shirts immortal," explains Lena Nasdal, copywriter at the Y&R Group Zurich.
At Everlasting-t-shirts.ch users can now upload their favorite T-shirt. Just a few hours after the start of the campaign, the first copies have already arrived, from metal shirts to very personal T-shirt trouvaille, the agency writes in a press release. The owners of the best entries will be rewarded with Total detergent for 20 years and a reproduction of their favorite T-shirts in a weekly pack.
Over the next few days and weeks, the campaign will be accompanied by TV commercials, banners, POS displays and advertisements.
Responsible at Migros: Judith Schulte (Project Manager Brand/Label Management), Roman Küng (Senior Project Manager Brand/Label Management). Responsible at Y&R Group Switzerland: Thomas Engeli (CD), Lena Nasdal (Text & Concept), Sandro Kümin (AD & Concept), Dominik Sigrist (Junior Art Director), Julia Miller, Vincent Schaublin (Screen Design), Milan Pavic (AD), Roberto Eichin (Programmer), Lukas Zgraggen, Michael Höhn, Rafael Tucev (Flash and Multimedia Development), Tanja Birrer, Barbara Bisko, Pamela Gemperli (Consulting).
