CASE: Owe Gustafson for A Day's March
For spring 2018, the Swedish menswear brand A Day’s March co-created a capsule collection illustrator Owe Gustafson, most known for creating the children’s cartoon Fem myror är fler än fyra elefanter, whose signature pink elephants where seen again as prints and embroidered patches on shirts, hoodies, sweatshirts, t-shirts and shorts.
Fem myror är fler än fyra elefanter was voted the second most important Swedish cultural event in the last 150 years, before the Nobel prize in literature and Ingmar Bergmans Fanny and Alexander among others, by Sweden’s largest daily newspaper DN in 2014.
Our article placement to promote the collaboration generated a four page interview in the high profile business magazine Di Weekend. Also, unpaid product placements on Sweden’s most trend setting crowd of influencers as well as processed for mentions buzzing about the collection on sites as café.se and scandinavianman.com contributed to the collection being nearly completely sold out within a week.