'The Killer campaign was not just a communication idea'

Last Updated: Sun, Jan 06, 2013 20:12 hrs

Why it is my best campaign
It’s a little early in my career to sit back and decide what my best’ campaign is. I would like to think that my best is yet to come. So I’ll talk about a campaign which demonstrates a new way of thinking, one that is definitely the best of our current work. While I am the one talking about it, there’s a team that’s made it a best’ campaign — my partner Malvika and me, and the creative team on the account and people from various departments.

I’ve chosen Killer Green Fold because it’s an idea that goes beyond film or traditional media. In fact, it starts with the product design. And then this one idea is strongly brought alive in various media through a very interesting creative that was done by us.

Brief to the agency
Killer Denims was launching a collection of denims where the manufacturing process used 80% less water. Therefore, each pair saved over 100 litres of water. The client wanted a film and print campaign that highlighted this proposition.

Problems and challenges
These Water Saver jeans looked like any other pair of jeans. In the case of other denim lines, the differentiation is in the look —shreds, faded, etc. There was nothing to make these jeans stand out in appearance and make them a fashion trend.

Insight & solution
While the youth today are given to exercising choices that will help make the world a better place, part of the joy is in joining movements and demonstrating their allegiance to relevant causes. Hence, the popularity of the Anna Hazare caps and pink chaddi’ campaigns have allowed the youth to lend a voice.

We hit upon the idea of green fold’ to give the line a distinctive look and sent the jeans back to the factory. The client agreed to spray paint (a waterless process) each pair of Water Savers jeans green on the inside, so that when you folded up the legs — as people generally do with jeans — you got a distinct green fold and not the usual blue one.

The green fold was a live status update of the wearers love for the environment. Hats off to a brave client who went back to the drawing board and made changes to the product.

The campaign
The creative concentrated on bringing the green fold alive across media. We had world’s first social media-sourced print ads. We asked our Facebook page users what they could do with 100 litres of water and then inculcated those thoughts into our print campaign. There were flash mobs at malls where participants turned the folds of their jeans to reveal the green colour.

Our TVC, titled, The Riot, was along the same lines — equating the green colour of the jeans with water conservation. It showed protesting youth being attacked with water cannons by a Nazi-like general and his brigade. In the TVC, our messiah-like protagonist walked to the centre, braving the force of the water jets, slightly folding his pair of jeans to reveal the green underside. With that, the water cannons stop spewing water. The idea was to allow young consumers to show their green side’ with the help of water saver denims from Killer.

The mass media was supported by editorials in fashion magazines with designers and celebrities supporting the cause. We even had promotional campaigns in select malls in different cities — a giant fish replica, for instance, bumping and colliding with people and urging them to visit the brand’s store while also advertising the need for water conservation.

In a way, it was a truly integrated campaign starting with the product design.

Route chosen & why
The default setting at most agencies is to think television and print, and that’s what the team came back to us with. Most of the ideas presented to Malvika and me spoke about the benefits of saving water.

We felt the consumer already knew that. We were looking for an idea that could make Killer Water Savers synonymous with doing good for the environment. At this point, a team member shared a design idea — dyeing the jeans green on the inside, so that you got a green fold.

For us this was a big idea. It was not just a communication idea, it was a business idea, since it clearly distinguished Killer Water Savers by look and design from any other pair of denim in the market. We then decided to focus all the communication on bringing the green fold alive.

Will the campaign work five years from now?
Even in the near future, the youth will still look for ways to make the world a better place. In fact, the green fold was visualised to be larger than just a symbol of saving water. Any Killer product that does its bit for the environment and allows people to show their green’ side can come under the eco’ range of products. For instance, tomorrow Killer could have jeans made from recycled denim or a low carbon footprint range, all with a green fold. So, yes, I think the idea would definitely work five years from now. In fact, it can become a lot bigger over the years.


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