Van Heusen released a range of business clothes on August 18 that’s all about being able to do whatever you want to do in them – even if that’s leaping tall buildings in a single bound – literally.
Stuntman, Nash Egerton, leaps tall buildings, falls from a ladder and pings off skyscraper windows…all the while wearing the Australian Van Heusen Move business suit. And ad agency, Bashful, is using the footage for its integrated advertising, digital media, in-store and publicity campaign for the brand.
The campaign kicked off with a behind the scenes video that provides blokes with the ultimate reason to wear Van Heusen Move and women the ultimate motivation to buy the range for their boyfriends – Nash Egerton doing Spider-man tricks…
…which was not as challenging as it looks for Egerton, who has performed the stunt-work in more than 150 films, including The Matrix trilogy, Star Wars II and III, The Thin Red Line and Superman Returns.
Emil Vrisakis, creative director, Bashful, calls the campaign “an artistic product demo”: “We approached the campaign with the idea of testing the limits of Van Heusen Move. The campaign shots show an extreme product demonstration that underlines the freedom of movement of the collection.”
The video and accompanying stills were shot in Sydney by fashion photographer, Chris Searl, and styled by Dave Bonney.
Dianne Taylor, general manager marketing of Van Heusen owner, Gazal Corporation stated, “We continually strive for innovation in products and marketing. Listening to our customers and responding to their needs ensures Van Heusen retains its number one brand position for business apparel in Australia. Our customers told us suits were uncomfortable to wear – we think we’ve fixed that and the campaign brings that to life.”
To make Van Heusen suits “comfortable to wear”, the company blended pure wool with elastane yarns. Stretch panels were built into in the shoulders of jackets to enhance flexibility, shape and fit, so that arms and should are allowed unrestricted movement. Trousers feature an innovative waistband design that moves in line with the body to optimise fit and comfort. Shirts blend premium cotton with spandex for flexibility in all directions.
Credits:
Creative Agency: Bashful
Photographer: Chris Searl
Stylist: Dave Bonney
Media Agency: Frontier Australia
PR: Stellar Concepts
