Van Heusen Helps Keep Aussie Men Cool
Business apparel company Van Heusen is launching a TVC and print campaign for the company's new range of Van Heusen Evercool® suits, shirts and underwear which feature performance technology that has been formulated to keep the body cool, a first for the Australian market.
Building on the brandís recent Van Heusen Performa campaign, Van Heusen has brought back Richard Cilli, a principal dancer for the Sydney Dance Company, as the talent for the campaign. The beautifully shot stills and TVC are brought to life by renowned director and photographer, Tim Richardson.
The TVC shows amazing slow motion shots of Cilli at speeds of 1000 frames per second, with flaring back lights and controlled ambient lighting effects employed to show heat and cool, highlighting the UV reflecting, moisture-wicking and cooling qualities of the Van Heusen Evercool® range.
“The Van Heusen Evercool® technology is a first in menís business apparel,” says Dianne Taylor, Gazal group brand marketing manager. “Itís a truly innovative product which harnesses performance qualities found in traditional sportswear into stylish and wearable suiting, city dressing and underwear.”
“We want to reach out to a discerning group of 18 to 34 males and attract them to this innovative new range of apparel. Van Heusen Evercool® cements our positioning as experts and innovators in business apparel.”
“Listening to our customer, the main driver of interest in the Evercool® product development related to men sweating in an obvious and visible manner while at work and the associated socially negative image,” she added.
Van Heusen Evercool® is the first range of business apparel to utilize a range of new fabric technologies including Swiss Coldblack® light reflective technology, Coolmax everyday® moisture absorbing technology, and Supplex® moisture wicking stretch fabric - all traditionally used in performance apparel. Van Heusen Evercool® apparel has been designed in Australia, for Australian conditions, with all products also tested in Australia.
The campaign will feature on pay and free to air TV, Inflight TV, print, online and through social media channels, and will go live from 1 August.
Creative and strategic agency, Bashful, devised the TVC and print campaign which was produced by Collider. Stellar* Concepts will manage public relations.
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Gazal is one of the largest publicly listed branded apparel companies in Australia. Based in Sydney and listed on the Australian Stock Exchange (ASX), the company specializes in developing and building national and international brands in the apparel and fashion accessories industry. Gazal is a leading apparel supplier of surf and casual wear, mens business shirts, intimate apparel and school wear sold under brand names including: Van Heusen, Calvin Klein, The Mens Shop, Nancy Ganz, SPANX, HoldmeTight, Trent Nathan, Pierre Cardin, Bracks, Fred Bracks, Paramount, Bisley, Midford and Gazal Businesswear.