M.J. Bale: Grazed On Greatness
Agency: Whybin\TBWA\Sydney
Advertiser: M.J. Bale
Authors: Hristos Varouhas, Will Nichols and Paul Bradbury
Total Campaign Expenditure: Under $500K
Executive Summary
In early 2012, M.J. Bale, was a little known independently owned Australian men's fashion label competiting against global brands like Hugo Boss, Zegna and Paul Smith.
Convincing fashion forward Australian males to chose its suits and shirts over the better known alternatives was going to take more than a compelling retail offer.
Enter 'Grazed on Greatness'. A campaign that highlighted M.J. Bale's passion for provenance & the wool its suits were...