HYGIENE, one of the leading brands of complete fabric care solutions in Thailand, wanted to create a campaign that emphasized its positioning and prove that any clothes can last longer when cared for properly.

Across Thailand, we found that one of the most classic problems for poor or underprivileged families is that school uniforms pose a substantial financial burden, and this burden increases as the children enter primary school. At this age, they outgrow their clothing very quickly and their uniforms can fit on 1 year.

Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows.

You can open the seams whenever you want making it last longer.

To launch the campaign, we gave away 800 long-lasting uniforms to children in need across Thailand, using direct CSR Marketing to generate Free PR.