DECEMBER 2022 - r/ga
Following on from the Factorie brand strategy, a comms campaign to begin to establish in market, what Factorie stands for.
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THE ASK:
Develop a creative campaign that creates differentiation and an increase in the share of the streetwear category.
THE PROBLEM:
Streetwear in Australia largely borrows from American culture, Factorie customers felt like “posers” in some of Factorie's products because they didn’t connect with the culture of it.
THE TRUTH:
Australian streetwear culture exists, but it's diverse, multi-faceted and hidden.
THE STRATEGY:
Place the diverse drivers of Australian streetwear culture front and centre.
THE IDEA:
Six Factorie creator-partners, engaged to spark conversations about identity, giving Factorie a platform for diverse voices to communicate and create.
