Cannes Lions
TBWA\ITALIA, Milan / INDUSTRIAL STRANGE CLUBWEAR / 2012
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Industrial Strange is a clothes brand that speaks to a specific audience: clubbers. The brand has a transgressive and not politically correct advertising background. The brief was to launch the brand's new underwear collection for men. The radio commercials play on the fact that some kind of thoughts can create a physical discomfort in a man, but not in Industrial Strange underwear as it’s stretch underwear, so these thoughts will not cause any discomfort.
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