MJ Bale: Grazed on greatness
Whybin\TBWA Group Sydney
What were the objectives for the creative work?
Context for setting campaign objectives:
M.J. Bale is a small independently owned Australian men's fashion label that launched in Sydney in early 2010. With no initial budget to spend on marketing it relied solely on its in-store presence (i.e. one owned store plus distribution in two David Jones stores (David Jones is Australia's premier department store; think Harvey Nichols in the UK or Barneys in the US).
M.J. Bale initial launch approach was a value-for-money offer of two suits for a $1,000. This set...