By combining the brand image with the interest and pains of our target group we created the campaign: – The perfect pants for gaming.
The relatable brand messages were e.g. “You would never let an uncomfortable headset disturb you, why bad jeans?” and “Play with style – you girlfriend would love you for not sitting in your underwear”.
This made it possible for us to identify confident and fashion matured gaming influencers who could be authentic about creating style in gaming.