Execution: Our anti-suit campaign used touch points that the suit wearing consumer comes into contact with on a daily basis. All communication was then designed to go against what consumers are used to seeing, disrupting their commutes and their lunch hour. We started by creating fake fashion billboards in major business districts. Our movement, named People Against Suits & Ties, soon defaced these graffitiing their anti-suit messages on them over a two week period so commuters were met with fresh anarchy weekly. This was documented on our website and our blog. We then hijacked TV broadcast and hosted large protests with some of South Africa’s leading celebrities leading the charge in condemning suits amongst the hundreds of protesters. All through this time our group was calling for consumers to take off their suits, buy a Casual Day sticker and support persons with disabilities in South Africa.

Results & Effectiveness: The untraditional, focused nature of communication led Casual Day 2008 to be the most successful to date, with a 13% increase in stickers sales over its most successful year previously, giving persons with disabilities the support that they so desperately require and deserve. On top of these sales, we also received a 900% return on PR from the campaign alone from our entire campaign budget. The campaign also reignited South Africa’s interest in Casual Day with Casual Day’s website and blog being inundated with hits and comments while our billboard activity and protests literally stopped traffic.