Art direction and design for Men's Wearhouse "Feliz Quinceañera" integrated campaign. Collaborating with the creative director/copywriter, and the account director, the strategy to increase sales for young mens' tuxedos was to leverage a popular event and celebration amongst the hispanic community and use a strong mobile component to engage the target audience of girls planning their Quinceañera party. Part of the concept was to use 'spanglish' copy (english/spanish slang) and cartoon-like graphic thought bubbles to provoke a sense of playful competition to see who would bring the best-dressed dates to their party. The CTA to get a discount also instilled a sense of urgency to engage. Executions included a direct mail driver, email promos, digital and interstitial ads w/coupon, in-store posters and booklets. The home microsite and a mobile site adaptation was home to the campaign details and included a build-your-own-tux component that the users could interact with, save and share with friends.
Our team won a Silver Addy award for the mobile site.
