2023 Winner

CASE SUMMARY

Despite offering a full range of men's clothing, Harry Rosen's outdated image as a retailer for dads buying suits persists. To establish its style leadership, Harry launched initiatives targeting niche audiences, including golfers. With golf interest soaring during the pandemic, Harry extended its golf offering in 2022. The campaign aimed to challenge people's perception of the "Harry" brand and generate store and online purchases.

Interviews with style-conscious golfers revealed that golf is not just a sport but also a social lifestyle. Golf success is not only about one's score but also about spending quality time with friends and business associates. With this insight, Harry aimed to help men win at the game behind the game by establishing the brand as the experts in golf style. While Harry couldn't improve one's handicap, they could make one look like they know what they're doing.

To appeal to the target audience, Harry hijacked the television broadcast of golf's premier event, The Masters. Each spot critiqued the players' golf attire in a language golf fans would understand. The campaign also tweeted style commentary in real-time throughout the tournament and created a mini-broadcast of the "Harry Rosen Championship." The campaign extended to point of purchase with digital displays and in-store marketing featuring golf-inspired headlines.

The campaign's success spoke to golfers in their language, with retail category norms for recall exceeded by 62% and favorability by 125%. Online sales of polo shirts surged 40% week-over-week, and Harry's lifestyle category grew by 12.6 times. Clothing from the campaign sold out within two weeks, and golf apparel searches on HarryRosen.com rose 350% year-over-year.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director / Copywriter: George Ault
Creative Director / Art Director: Jacob Gawrysiak
Account Team: Jessica Hill, Robyn Morrissey, Cosmo Haskard,
Chris Rosario
Strategy Director: Heather Segal, Cameron Fleming
Client: Harry Rosen
Clients: Trinh Tham, Kristin Meier, Tatiana Isaza, Zoë Innanen,
Paul Michel, Christine Kwan, Ben Kriz
Production House: Beach Lion
Producer: Laura Nolasco
Creative Director: Mike Nolasco
Post-Production Company: Zulubot
Director: Mike Nolasco, George Ault, Jacob Gawrysiak
Managing Director: Tom Evans
Head of Production: Adam Palmer
Video Editor: Max Lawlor
Post-Production Supervisor: Sarah Dayus
Online Editor & Colourist: Felipe Chaparro
Audio Mix: Dino Cuzzolino, Noah Mroueh
Media Agency: Horizon Media
Media Team: Robyn Van Driel, Michael Mills, Tim Harris,
Mark Paterson