The client asked for a purchase gift with the brand’s concept “Happy colours. Happy life”.

The idea was to offer something that would make the painting process more fun. We thought of turning something bad into good: the inevitable ink splatters. We came up with a t-shirt collection but a different one with an innovative concept of illustration: it’s wasn’t finished yet. We’ve selected the main colours of Dyrup’s catalogue and illustrated funny stories that needed ink stains of those colours in order to be completed. People had to stain the t-shirts with ink and the more stains they got, the better and funnier they looked.

Painting walls became fun and unlike most advertising t-shirt’s, this one was really desirable and wearable. Everyone ended up with a personalized happy t-shirt and every time they wore it, the concept “Happy colours. Happy life” was communicated.