Van Gils – Project Gander

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that Van Gils made suits that could take men to new places.

Van Gils – Project Gander


Van Gils was a strong formal menswear brand in the 1980s. In it's prime, it rivalled Hugo Boss, but it has since fallen into decline and is now largely unknown.

A Dutch advertising agency, Selmore, created a core theme for Van Gils; it's all about the suit: this suit takes you places. From this theme, Selmore developed a creative idea where a mannequin, the 'Gander', 'gets a life' because he is wearing the right suit (the mannequin is, in fact, a mask-wearing actor).

Lunch Communications was approached by Selmore to bring...

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