Deliberately tacky designs full of human/dog friendly Christmas motifs.

From our website people could enter a competition for a chance to win a set or download the patterns to knit the jumpers themselves.

We then sent some of these to famous dog owners, who kicked off the buzz whilst a range of social assets spread the designs in Social.

A range of quirky films and social assets deliberately crafted to catch people's attention when they scroll-down their socials.

THE BUZZ 

Rapper and actor Ice-T; Dancer, musician and actor Mark Ballas; and NFL player, Devon Still were amongst the people that loved Matchy-Matchy. Some of the most important blogs and publishers from US, UK and Canada also referenced the campaign... and the wonderful people of the Internet did the rest.  

WHY I LIKE IT

It all started when my partner and I started pushing one of those briefs for a tactical Christmas campaign that nobody wanted, in the hope of turning it into a big PR shot.

We proactively leveraged some personal connections and persuaded famous photographer Rankin to shoot the collection, plus we also approached a well-known high-street fashion brand, who were willing to design and sell it.

Unfortunately, the client decided to scale everything down a few weeks ahead of the launch — Yes, advertising can be a weird business sometimes.

We then worked against the clock and simplified our approach, this time trying to take over social media by our tackiness.

It turns out this move also provided some good fun. Plus lots of learnings and data that the clients could use in the following editions of our creative platform.