A pshhhit of fashion for Jupiler
Tomboy is a ready-to-wear Belgian apparel brand, well known for its free spirit, strong point of view, and for its exclusive collaborative collections: always casual, cultural and fashionable. This year the brand has approached the iconic pils brand Jupiler. A beer universe that echoes with Belgian popular culture, and events, such as sports, festivals, and of course bars. The 2 brands have partnered to release an exclusive « ready to wear” capsule collection this summer. You don’t wanna miss it, you want a piece of it, or should we say, a splash of it.
The collaboration.
The collaborative collection consists of 7 items. A t-shirt, a polo shirt, a swimsuit, a baseball hat, one shopping bag, a thermal bag and a pair of socks.All will be available on www.tomboy.shop and possibly as promotional items at specific events.
Objectives.
● Build brand awareness through the partnership.
● Promote the collection.
● Develop communication assets that express both brand universes, in an unexpected and catchy way.
● Cover all the items of the mini collection. Focus on digital assets.
The idea « Free women ».
A movie about beer, women, freedom and the culture of Belgian absurdity where we promote the collaboration through fashion, mixing sharp art direction with Belgian humour. Our aim was to express the notion of freedom, in breaking the codes of fashion and advertising narratives while exploiting unexpected formats. An artsy project, that pushes the products and the “free spirit” philosophy behind them, without taking ourselves too seriously.
