Creative Execution

The General Peace Co would be dedicated to spreading messages of peace and raising money for Oasis Youth Support and Save The Children Australia. We partnered with our favourite brands to create the Give Peace t-shirt range with 100% of proceeds going direct to the charities. A multitude of celebrities answered the call including Anthony Kiedis, Daniel Johns, Ronan Keating ,and Cody Simpson (with his 7.5 million followers) to name a few. Each one offering up their time to the campaign for free, something unprecedented for a retail Christmas campaign.

The campaign become a social movement with thousands of messages shared on our #GivePeace hashtag. Delivering over 19million impressions. We had truly become the most talked about retailer at Christmas. And this Christmas was General Pants best in years with all sales targets surpassed and the brand was also able to go on sale a week later driving a dramatic upswing in profitability. Over 60,000 children were immunised against a life threatening disease by Save The Children and 600 young people sleeping rough in Sydney were helped by Oasis Youth Of The Streets.

General Pants brief to us was simple and instructional; we want to be the most talked about retailer at Christmas. With a limited budget and a much smaller footprint than competitors this was an ambitious target. 2014 was a tough year; from the global conflicts that dominated our news every night to the outburst of division and violence on our own streets. In the face of all this awfulness we felt that the Australian public were crying out for some positive messages. Our customers are predominantly aged between 15 and 22. They live on social media and readily get behind positive causes. In particular they are more inclined to get involved when campaigns are led by social influencers and celebrities. We decided to turn General Pants Co. into the General Peace Co. creating a social movement for celebrities and customers to rally behind.