2023 Winner

CASE SUMMARY

Harry Rosen has been the leading luxury menswear retailer in Canada for several decades. However, the brand has been associated with conservative suits for older men. To change this perception, Harry Rosen launched its first private-label line, HAROLD, in 2022. HAROLD offers more than just traditional suits, including bomber jackets and sartorial tracksuits, with a variety of options and high-quality fabrics. The objective of our campaign was to overcome the outdated notions associated with made-to-measure clothing and appeal to a younger audience.

Traditionally, made-to-measure clothing was seen as elitist and expensive. However, our campaign focused on self-expression instead of fit, encouraging customers to build their own everyday style instead of wearing someone else's. We launched HAROLD in the spring with a stylish campaign that introduced the line through TV ads during major events like the Junos. We also launched a comprehensive digital and out-of-home campaign.

To generate interest, Harry Rosen invited over 50 prominent Canadians from different vocations, styles, walks-of-life, and genders to design their own custom HAROLD garments. By the fall/winter season, we featured two influential tastemakers, Toronto Raptor Fred VanVleet and celebrity chef and TV personality Matty Matheson, in a second phase of the campaign. The omni-channel campaign shared the inspiration behind their custom HAROLD outfits and invited customers to book their own collaborations in-store to start their own creations.

The HAROLD launch surpassed Harry Rosen's expectations, attracting new audiences and generating higher spending. 32% of HAROLD clients were new to the Harry Rosen brand, and these new clients spent 22% more, on average, than existing clients. Social media posts from Fred VanVleet and Matty Matheson drew tens of thousands of positive reactions from a broad audience, including blue-checkmark luminaries like Jann Arden, Mark Critch, Adam Pally, Bonnie Stern, and Carla Lalli Music. Overall, the HAROLD × YOU campaign successfully repositioned Harry Rosen and made made-to-measure clothing more accessible and appealing to a younger audience.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
ACD / Copywriter: Dane Boaz
ACD / Art Director: Juan Torres
Account Team: Jessica Hill, Cosmo Haskard
Planning Directors: Heather Segal, Cameron Fleming
Producer: Colleen Allen
Client: Harry Rosen
Clients: Ian Rosen, Kristin Meier, Tatiana Isaza, Adam Percival,
Paul Michel, Christine Kwan, Ben Kriz, Larine Torikian, Natalie Kemp, Grace Boivin, Hailey Newton
Media Agency: Horizon Media
Media Team: Robyn Van Driel, Michael Mills, Mat Horst,
Changfeng Zhang
Production House: Zulubot
Directors: Juan Torres, Dane Boaz
Director/Director of Photography: Mark Klassen
Props / Assistant Director: Javed Ali
1st Assistant Camera: Jon Chung
2nd Assistant Camera: Maria Habib
Location Sound: Aaron Hutchinson
Gaffer: Keaton Evans
Key Grip: Rob Wheary
Grip: Ryan Dioso
Electric: Josh Dawson
DIT: Dylan Pouliot
Production Assistant: Aaron Malig
Production Assistant #2: Patricio Lara
Hair/Makeup: Angela Lee
Wardrobe: Caitlyn Wright
Prop Assist: Rob Rogers, Thalia Hoxford
Post-Production Company: Zulubot
Managing Director: Tom Evans
Head of Production: Adam Palmer
Motion Graphics Editor: Miguel Natividad
Online Editor & Colourist: Can Yuksel
Audio Mix: Dino Cuzzolino, Noah Mroueh
Broadcast Traffic Manager: Linda Fracalanza