The idea is to create posters that, when wrinkled, form the shape of the clothes themselves, keeping them intact on the inside. We had 4 samples for the campaign: shirt, t-shirt, dress and pants.

We conducted a study of patterns to determine which ones worked better with the creases on the papers, making the posters more visible, and the idea more perceptible to the public.

The posters were printed on special paper at print shops and crumpled manually, enhancing the craft of the execution. Then, they were put up at the POS during the campaign period and the advertising of the product.

The campaign was on a national scale. In total, 1,200 posters were produced.

As we impacted the public directly at the POS’s where the product is sold, there was an increase of 20% in sales of the LG Dryer.