Fly swatter

Kult Hakle turned 75 and commissioned a T-shirt to mark the occasion. Advico Young & Rubicam was happy to take on the project and found a suitably provocative way to visually convey the brand promise «Hakle. For absolute cleanliness.» Designed by the creative team in Gockhausen, the T-shirt shines in the purest white on the front, while the back features a sparkling-clean, beautiful behind in a trompe-l’œil style. Nearly a thousand people have ordered the T-shirt via the website www.hakle.ch. Since then, this playful garment has inspired many of these trendsetters to take sexy photos. And even a few professionals have been creatively inspired by the possibilities offered by the bare bottom. AY&R commissioned sought-after photographers such as Adrian Fritschi, Ruth Erdt, Nicolas Monkewitz, and Maja Dickerhof to create various concepts for an ad campaign that was featured, among other places, in the scene magazine *Kult*. The Zurich-based photo artist Julien Vonier really took the cake—or rather, a few hundred insects—with his work, loosely based on the motto: «Only flies are more beautiful.» And the rhyming moral of the story: Hakle has a lasting effect—and not just on the face.
(pan)