Custom menswear company Surmesur wanted to reach their young male millennial audience on social media while communicating their 2 main messages: Surmesur is the best destination to dress well and Surmesur is a brand you can have fun with.
We co-developed the #SmileUp campaign with Surmesur’s in house marketing team. The idea revolved around a main brand video enhanced by a social riddle that would generate organic shares.
The name of the initiative was both distinctive and exactly in line with the brand's “fun” key message, while giving a nod to the often used fashion line “dress up”.
The retro look & feel of the video mixed with the extravagant and overly exaggerated laughters throughout the video brought an instant smile to everyone’s face. The fact that it is a speechless video allowed us to play within a very limited production budget while over-accentuating the retro feel we wanted to give it.
The video was launched on Social Media with limited-to-no promotional budget and was instantly shared by hundreds of community members with their own take of the riddle, generating a massive buzz around the brand.