The client C&A wanted an innovative and sustainable way of recruiting creative up-and-coming designers, who would otherwise not have been drawn to the company.

Dialogue with fashion students and with C&A revealed a desire on both sides for direct and uncomplicated application mechanisms. The C&A Instant Shirt is a response to this insight: promising designers are directly involved in creating an item of clothing and can apply for a job quickly and easily.Further, the company presents itself as modern and sophisticated regarding its own sustainability strategy. Each component of the C&A Instant Shirt can be used for the application; not only the content, but also the entire packaging. In this way, the kit's design showcases the company's "Caring and Amazing" attitude.

The extremely high response rate (over 50%) to C&A Instant Shirts is proof that they definitely struck a chord with the target group. Further, C&A was able to position itself as a creative employer, providing new ways and means for up-and-coming designers to apply for jobs in a quick, uncomplicated and creative fashion. All in all, the campaign was so successful that C&A is considering continuing it in the near future.