T-shirt custom arts for Celsiy vodka advertising campaign
CLIENT: National Alcohol Traditions, a Ukrainian nationwide distillery.
BRAND: Celsiy vodka
INDUSTRY: Food & Beverages
MARKETING GOALS: Create stylish and wow-looking branded merch to support the Celsiy vodka advertising campaign in HoReCa.
BRANDED APPAREL: TO WEAR OR NOT TO WEAR?
Unfortunately, branded t-shirts aren’t trendy in Ukraine, especially in public. Sure, you can wear one if you are a sportsman, or if required by an employer’s dress code, or can’t afford another piece of clothing.
However, primarily t-shirts with huge full-chest logos usually ended up in a basket of dirty rags for outdoor works.
BREAKING THE CUSTOMER’S STEREOTYPES
I still needed to use this particular media for the brand’s promotion in HoReCa and transform ordinary customers into brand ambassadors.
According to all of this, I’ve designed a t-shirt set that people would like to wear, based on the print ad key visual, with a huge full-chest print, but without a substantial screaming logo.
As a result, the T-shirts advertised the brand and demonstrated the character of the person who wore them.
Even if you really like good vodka – it makes no sense for a well-mannered person to shout about it. This T-shirt only emphasizes your individuality. That’s why I placed the branding inside the T-shirt, so the consumer is in contact with the brand in the most intimate moments when he undresses/clothes. A little bit of NLP if you like.
THE BLACK OBJECT OF DESIRE
Celsiy is a brand for non-ordinary people, so you can’t get this t-shirt from the clothing store. There is only one way to get it: go to an exclusive Celsiy Party and get or win it there.
Vibrant print design, high-quality t-shirt, limited series, and the impossibility of conventional buying transformed the “ordinary branded merchandise” into an object of desire.
Art-Director: Mike Lytiuga.
Creative conception, art direction, visuals, and graphic design.
Agency: BATES Ukraine (later RAVI JWT)
DO YOU LIKE THIS t-SHirt?
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