CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS
The back-to-school business season is one of the most important in the Mexican retail market. In this season, all major brands invest strong budgets in their marketing initiatives. SUPRA, with an in-house campaign, competed for the spaces in the stores of our premium resellers, having, by far, the best results of the year compared to the other brands.
To boost the sales during the Back to School season, we added a give-away to each purchase. To make the campaign meaningful and in line with the brand values, we created a story that would creatively justify this aggressive commercial approach.
Therefore we created a character, who would represent the brand lifestyle, and in collaboration with him, announced the give-away, the Urban Tactical Bag. It was a backpack specially designed for urban usage. The campaign was strongly supported in digital media and through influencers and had massive success in retail points with a 200% sales increase.
SUPRA presents his latest collaboration along with ØM, a character from the city’s underground scene. It is believed that the work of ØM has been seen in cities like Japan, London and now Mexico, turning him into an enigma. ØM, he is not an ordinary person; he is someone with no provenance with undocumented work all over the world. SUPRA is inspired by the mysterious personality of a subject who carries with him a backpack in which he keeps key objects for his days. This is a collaboration designed for contemporary streetwear fans that offers a simple aesthetic product for active and dynamic people who will definitely need this basic accessory.
The fearless ØM. A highly creative campaign conceived with a low budget. Completely in-house and with a series of photographs in spots of Mexico City.