The life we have become accustomed to so far seems to have no meaning now. COVID-19 forced us to take a series of measures that, whether we like it or not, we must respect in order to stop the spread of the virus. Yes, things have changed, but some of the biggest changes are currently happening in the workforce. Working from home has pushed us to develop a new set of habits: Lunch breaks are now a good opportunity for power naps, a glass of wine in the morning no longer seems unusual, and every day of the week seems like a kind of Casual Friday as we usually work from our PJs.

We like it so much and we feel so good when we work in comfortable clothes that we dress formally only when we have a video conference. Still, why change the entire outfit if only the top is visible? This question gave rise to a new phenomenon, that of dressing formally only from the waist up. What happens below is a thing that concerns only us. Or is it?

So, if you fail like this during one of your video calls, why not do it in an epic way? Like, give them a reason to be jealous of your outfit, not a reason to laugh at you. Go on, pick one of Prisma‘s outfits, part of the TELCOLLECTION, and you will definitely have positive reactions.

As a response to this new phenomenon, the family-friendly hypermarket of the cooperative S Group joined hands with TBWA\Helsinki and developed a new collection of clothes. The fashion set combines formal upperparts with less formal bottoms into striking outfits. An idea that seemed at least strange before the COVID-19 hit, but which was received with open arms by Finns, to whom this initiative is addressed.

“It seems that we’ve accomplished our objectives as the campaign response among consumers was overwhelming. Sales in our clothing department increased sixteen times compared to last year and the feedback we’ve been receiving of the campaign has been only positive”, says Päivi Hole, the Vice President of Sport and Apparel from Prisma.

These weird combinations can be admired around the world through prints, social media clips, and a case study video. Each of these visuals shows models dressed in the strangest possible ways. Most importantly, this campaign sticks to the brand’s real values, which can be seen through its tagline “We’ve got everything,” proving that, once again, the company can adapt its products exactly to the customers’ needs.

“This campaign, created in close co-operation with our agile client, was a great example of how brands can — and should — adapt to the rapidly changing world around it and exceptional consumer needs these exceptional times have brought within. With marketing actions responding to cultural triggers faster than ever, but with relevant offering as well. In Finland, we are slowly shifting from the most severe phase of the corona crisis into the new normal with most of the restrictions lifted eventually during the summer. We found that now was the right time to tap into this positive phenomenon of our time with this more humorous campaign — and certainly, there was already a demand for lighter media content among people,” says Sami Kelahaara, Senior Creative in TBWA\Helsinki.

Modern problems require modern solutions, don’t they?

Credits:

Client: Prisma

Agency: TBWA\Helsinki