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TV ideas to celebrate the Man and revamp Man Underwear

The client: 

Dressmann is Northern Europe’s largest menswear company, with 400 shops in Norway, Sweden, Finland, Denmark, Latvia, Iceland and Germany. Dressmann is part of the textile group The Varner Group, which has centralized administrative offices in Billingstad, outside of Oslo, Norway.

Dressmann and Dressmann XL have the quality and price-conscious man’s wardrobe needs covered. With a wide selection of clothing for men of all ages, our concept offers “Value for Money” to all of our customers. The selection in our shops ranges from casual-wear and basics, to formalwear.
For more information visit: http://dressmann.com/en/About-us

The product
Man Underwear is Dressman’s own underwear collection.
The underwear is of high quality with a low price tag. But above all, the selection and variation is unique compared with the traditional basic range.
Value words
- Quality
- Wide range
- Price

The brief: 

We're looking for ideas and proposals on storyboards, sketch films and/or synopsis that works on TV and Cinema.

You are free to give suggestions on different social media- and viral activities as well, but the absolute focus are ideas for TV-and Cinema advertising spots.

Important: The outcome should be on idea basis, not complete production, so feel free to unleash your creativity!

Background: 

We want to prove and strengthen our position as the Nr. 1 underwear retailer.
We need ideas to revamp Man Underwear. ‘A celebration of the man’.
We want men to feel ‘Attraction’ and women to feel ‘Desire’. But both needs should result in ‘Interest’, in other words, to buy Man Underwear. This means that the ideas should be aimed at both men and women.

Pitch requirements: 

The ideas should be delivered as storyboards/sketch films or synopsis and should work on TV and Cinema media channels. We are happy to receive ideas for social media activities. But the absolute focus is ideas for TV and Cinema.

Tone:
- Masculine
- Edgy pride
- Sexiness considered acceptable by both men and women
- Dramaturgy considered ”not arty”

The ideas should also be able to be connected to an offer.
- Use existing graphic material for inspiration. See "Downloads" in the right column.
- For even more inspiration, see our "underwear-video" on Vimeo

NO NO´s
- No new logos or pattern suggestions for Man Underwear
- No “cheap sexy humour” and absolutely no sexist allusions which can offend either of the sexes.

Proposals may be presented and uploaded in English, Swedish or Norwegian.

Do you have any questions and/or comments regarding this client brief? Post them on this page and we'll try to answer you as soon as possible.


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