A youth brand of the major telecom brand in the country, that strives in a competitive market to also be the national leader amongst younger generations.

A Telco brand that evolved to a youth lifestyle brand under its own concept – an urban culture based on 6 strategic axes: Fashion, Urban Art, Gaming, Music, Skate and Surfing. A new positioning that reflected a youthful way of living, supported by an individual curator for each area, materialized in an innovative product: a clothing collection with Internet GBs included.

The launch of this new positioning and innovative product was successful, but there was still room to increase people’s perception and adhesion to this new concept, especially in the fashion territory.

To reinforce the new positioning of the brand and the adhesion of the national population with ages between 15-23 years old, it is created a second special clothing collection.

A collaboration between the art and fashion curators characterized by the hand’s pattern drawn by the art curator - a satire to humans’ constant usage of their hands as means to communicate.

The creative idea is the “Two-sided Handy Poster”, an innovative execution in a traditional communication mean to spark youngsters’ curiosity for collection. It consists in a two-sided outdoor that on one side promotes the product that is for sale, while on the other side presents a visual metaphor of the product to spark people’s attention and curiosity.

To put the brand on the center of the fashion world, the collection was released in the Lisbon Fashion Week on the 7th of October 2021. Meanwhile, to reach a broader audience, the media communication started that same day, spreading the “Two-sided Handy posters” through the event and various stores.

This execution was composed by a fashion/model-type photo of the artist using a t-shirt from the collection with the handy pattern in one side, while on the other side we had an identical photo where instead of wearing a t-shirt, the artist’s body was covered by various human hands, recreating that pattern in real life.

A surprising dual visual display that used a metaphor between a real t-shirt with drawn hands, and real hands “drawing” a t-shirt in the form of a unique call-to-action for people to grab it.

The Handy collection, the second clothing collection that offered Internet GBs launched by this youth telco/lifestyle, ran out of stock two weeks after its release.

An innovative creative product, promoted by a disruptive communication poster, established the brand as the most proximate to the targeted youngsters, which converted in the stock-out collection and the affirmation of this brand as the sales’ leader in its market.