The Brief
Every April 1st, unwitting customers of every brand get pranked by everyone from Google to Guinness, Logictech, Subway, WestJet, you name it. It’s always great to poke a little humour at yourself right? The team at Kit and Ace were tasked to take a funny approach to the way the garments held up to everything a full-contact life could throw at them.
The Idea
Kit and Ace makes clothes for active commuters who like to stay comfortable while still wearing cashmere T Shirts to the office. I know, rather specific… so we took this to the extreme by conjuring up the KA Test Lab through the magic of advertising. We took over the KA homepage, sent emails, created a promo video, writing a serious article about it on our brand publication, and topped it off with a few social posts. We then took things entirely too far (in all the right ways) by stuffing bodybuilders into tight cashmere T Shirts in our shops and re-decorating to make it look like the KA Test Lab.
The Results
Taking things too far paid off though, we ended up garnering a tight bit of press from the Vancouver sun, as well as a lot of laughs from our audiences on social. Brand sentiment indicators went up for us across the board, and so did sales for the day. Tried, tested, and true.
Extra Bonus! Watch for my big breakout into macting (that’s “modelling/acting” if you’re not in the biz) in the video for this delightfully quirky campaign. Speak to my agent for booking!
