Killer Jeans: STRIP THE SUMMER

Credits & Description:

Category: Publications & Business Communications
Advertiser: KEWAL KIRAN CLOTHING
Product/Service: KILLER JEANS - AUTUMN WINTER COLLECTION 2011
Agency: GREY WORLDWIDE INDIA
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Executive Creative Director/Art Director: Karan Rawat (Grey Worldwide)
Senior Creative Director: Vijaykumar Subramani (Grey Worldwide)
Senior Creative Director/Art Director: Shiv Parameswaran (Grey Worldwide)
Art Director: Suhas Panchal (Grey Worldwide)
Senior Copywriter: Anuradha Roy (Grey Worldwide)
Illustrator: Vinay Patil (Grey Worldwide)
Illustrator: Pravin Patil (Grey Worldwide)
Illustrator: Sanjay Shetye (Grey Worldwide)
Photographer: Prasad Naik
Account Director: Ramiya Nambiar (Grey Worldwide)
Account Supervisor: Kamia Wahi (Grey Worldwide)
Media placement: Catalogue - Flagship Stores - 5 August, 2011
Media placement: 1000 Direct Mailers - Killer's Retailers, Fashion Designers - 5 August, 2011
Describe the brief from the client
Killer Denim, India’s leading denim brand, was launching its Autumn-Winter Collection 2011. The brief was to create a catalogue that would showcase the entire collection for their patrons and fashion designers.
Describe the challenges and key objectives
A large number of catalogues and brochures are created by several denim brands to showcase their different collections at the break of every season.
The key challenge for us was to create a catalogue that would not just show the collection interestingly, but also engage readers and give a reason for fashion designers and retailers to want to retain it as a collector's item.
Describe how you arrived at the final design
Summer is for everything bright and nice, while winter stands for everything dark and evil. At least that’s what summer has made the world believe. However, now winter is here to set things right and get even with summer. Thus, the idea of 'Strip the Summer' was born.
The final design of the catalogue is a chronicle of how winter’s doing just that. Every page of the interactive catalogue showed just how cold revenge can get and urged readers to become a part of winter's revenge plan.
Give some indication of how successful the outcome was in the market
The catalogue was loved by clients and customers. Retailers stocked the catalogues and it also became a collector's item for fashion designers and patrons.
The Killer Autumn-Winter Collection was launched with huge success and got sold out completely.