Herringbone – Henri’s handsPosted: July 13, 2011
We tell the story of a man who was born with a genetic condition that stopped his hands from growing. These small hands are a constant source of misery for him until he discovers his ability to sew with incredible detail. The campaign was launched in October and attracted a huge amount of attention. It was posted on websites around the world, written about in national newspapers and helped Herringbone achieve excellent sales over the Christmas period, while firmly positioning them as world-class shirt makers.
Make Love to You
This is Henri. Henri would like to make love to you. In case you hadn’t noticed, Henri has extremely small hands. Which is why he’s a Herringbone tailor. Only hands like his have the dexterity required to construct a shirt held together by no less than 11,347 stitches.The problem is, Henri is one of a kind. The future of Herringbone is, quite literally, in his hands. We urgently need Henri to procreate and bring another nimble-fingered generation of tailors into this world.To this end, we are inviting you, ladies of advertising, to a cocktail party. There you can meet Henri and, if you like, maybe he could impregnate you. Your offspring will have a 50% chance of inheriting his genetic anomaly, guaranteeing them future employment as a Herringbone tailor. The evening commences at 6 pm on Wednesday, 19th December in our Macquarie Place store in Sydney, where we will also be taking 15% off our usual prices. As if our earlier offer wasn’t enough to entice you.
Hand made shirts are only as good as the hands that make them. Precisely why Henri Bouvois is our Head Tailor. With a hand span that measures a meagre 6 cm, only his hands come with the required agility to construct a shirt with no less than 11,347 stitches holding all of its separate components together. Henri is from France, a nation of small, dainty-handed men. They are known for refined activities like etching and playing the flute. This genetic predisposition mayu also explain why the French are more renowned for creating fine fashion garments than they are for say, bricklaying. It is also why the Bulgarians are not known for their tailoring abilities, as they typically have fingers like large salamis. Never buy a shirt made by a Bulgarian. For the finest detail, only buy shirts made by tailors swith small hands. And there is no tailor on Earth with smaller hands than our Henri. Most tailors place a matchstick under a button to ensure the right amount of shank. Henri simply uses his finger.
Before a tailor takes your measurements, be sure to take his. Introducing Henri Bouvois. His fingers are not much longer than a Schmetz No. 10 needle (fig. 1). Thus providing him with the deftness of touch to sew an unrivalled 20 stitches within every inch of a seam. The benefits of this detail will become self-evident as the years go by. When you pull your favourite Herringbone shirt from the rack and it still looks the way it did the day you bought it. Unlike the rest of your wardrobe. What you thought were your best designer trousers suddently seem to fit like a Hessian sack. That $320 floral shirt you bought only last summer takes on the appearance of a badly arranged glove. Even your best suit looks like it was put together in a rage. A phenomenon that, by and large, can be traced back to tailors with hands more suited to agriculture than they are to haute culture. So always insist you meet the tailor who’ll be making your clothes. If shaking hands isn’t an altogether unpleasant experience, you’re in the wrong place. Even the fan-dangled machines of today can’t compete with the fine motor skills of our Head Taylor.
Describe the campaign
Create a brand advertising campaign that positions Herringbone as shirt makers with exceptional attention to detail.
Describe how the campaign was launched and executed across each channel in the order of implementation.
We tell the story of a man who was born with a genetic condition that stopped his hands from growing. These small hands are a constant source of misery to him until he discovers his ability to sew with incredible detail.
Give some idea of how successful this campaign was with both client and consumer.
The campaign was launched in October and attracted a huge amount of attention. It was posted on websites around the world, written about in National Newspapers and helped Herringbone achieve excellent sales over the Christmas period, while firmly positioning them as world-class shirt makers.
The ad is currently still on air and in cinemas and will continue to run over the following year.
Advertising Agency: M&C Saatchi, Sydney
Executive Creative Director: Nylon Studios
Creative Director: Oliver Devaris/Graham Johnson
Copywriter: Oliver Devaris
Art Director: Graham Johnson
Production Company: Exit Films, Melbourne
Director: Garth Davis