A 360° merch and content campaign for Keep Hush. Concept, strategy, design, photography & delivery.
The campaign delivered a full month of tongue-in-cheek content, and the t-shirts themselves sold out fully in 5 days.
The concept was born from an admiration for the aesthetic of Ikea's instruction manuals, and the technique common in street art of subverting the branding of huge companies.
We created an original design that referenced Ikea instruction manual and the, slightly tongue-in-cheek, 'don't call the police' mentality of our audience. This was particularly timely, as it followed a string of incidents where the Met was accused of racism and being out of touch.
We deployed our network of creatives and shot the t-shirts in Ikea itself.
The whole campaign was opportunistically timed around an actual 'Ikea House Party', allowing us to create even more content as we explored Ikea through the ages.
The t-shirts sold out within days of release, but the content lives on.