|Title||CATALOGUE AND TEE FOLDING MACHINE|
|Product / Service||FASHION WHOLESALER/RETAILER|
|Entrant||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Entrant Company:||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|DM/Advertising Agency:||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Toby Talbot||DDB Group New Zealand/RAPP Tribal||Group Executive Creative Director|
|Simon Vicars||DDB Group New Zealand/RAPP Tribal||Copy Writer|
|James Tuckers||DDB Group New Zealand/RAPP Tribal||Art Director|
|Dave Brady||DDB Group New Zealand/RAPP Tribal||Head of Art|
|Andy Robilliard||DDB Group New Zealand/RAPP Tribal||Agency Producer|
|Cliff li||DDB Group New Zealand/RAPP Tribal||Designer|
|Gordon Moir||DDB Group New Zealand/RAPP Tribal||Retoucher|
|Jenny Travers||DDB Group New Zealand/RAPP Tribal||Account Director|
Creating a catalogue each year is a vital part of marketing AS Colour's new stock to wholesale and retail buyers. The problem was that after sending catalogues out, wholesalers would throw away or lose their catalogue. Our key objective was to create a catalogue that wouldn't be thrown away - a catalogue that recipients would want to keep, use as frequently as possible and tell their friends about.
AS Colour specialize in producing premium quality tee shirts. Tee shirts that deserve to be folded and not scrunched. The folding machine catalogue not only made it easier for customers to look after their new tee shirt, it also reinforced the premium, innovative nature of the brand.
We designed something that didn't just showcase their range, it doubled as a miniature showroom and tee-shirt folding machine. This was sent to AS Colour's wholesale buyers.
AS Colour were flooded with requests for the new design. American magazine "T - World" not only wrote an article about it, they also added the catalogue to a documentary on tee shirt culture. After 3 months, 87% of wholesale buyers were still in possession of their folding machine catalogue. As for the rest of the buyers, their catalogues weren't thrown away. They were stolen.