#7DayTeeChallenge

My first brief I worked on at Creative Lab was for the environmentally conscious fashion brand Icebreaker. Icebreaker came to us looking to create a content series which communicated how the use of merino wool, allows for their t-shirts to have the ability to not retain any smell without washing for 7 days. Very niche.

So working with Creative Strategist Nicola Pavan, we came up with the idea of the #7DayTeeChallenge, where we worked with well known sporty and active Creators to showcase 7 days of using their Icebreaker t-shirt in all sorts of activities, then giving it a smell test at the end with another 7 day worn generic top. A simple and silly campaign which allowed us to communicate key brand messages whilst tapping into native platform trends such as challenges and dances.