MJ Bale: Coolest Suit on the Planet

MJ Bale, a men’s fashion brand, promoted its new cool wool suits in Australia by getting a weatherman to wear them in four extremely hot locations.

Campaign details

Agency: TBWA\Sydney

Executive Summary

Looking good is a struggle when you live in one of the hottest countries in the world, with many men sacrificing style to stay comfortable.

MJ Bale had developed a range of ‘Cool Wool’ suits that keep you cool even in the harsh summer heat. Our job was to convince Aussie men about the benefits of these new wool suits when 82% of them think that wool is a winter fabric.

‘The Coolest Suit on the Planet’ campaign delivered a 78% increase in suit sales, 54% increase in foot traffic and generated incremental...

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