Award: CAMPAIGN \ C36. Best Creative Idea [NEW]

Hong Kong menswear brand DETERMINANT aimed to capture male shoppers’ attention through a unique and inclusive campaign within four months. To differentiate itself from competitors, the brand’s dress shirts come in 61 size combinations to suit all Asian body types. Instead of using professional models, we recruited 61 real customers to become its models, brand ambassadors, and influencers, showcasing the diversity of body shapes and sizes. The campaign successfully exceeded all KPIs and achieved unprecedented success for the client, increasing the customer base by 400%, with sales exceeding expectations by 108%. It generated an impressive 26.8 million impressions, and branded video content received over 296,000 views. The campaign proved that inclusive representation is rewarding and necessary in the fashion industry.