Superette – Short shorts

This campaign of fashion-retailer Superette from New Zealand isn’t exactly high-tech. But to promote their line of short shorts they did choose a very literal form of branding. Indented plates with the text ‘short shorts on sale superette’ were placed on benches in parks, malls or at bus-stops. When people sat down for a while, the message was imprinted on the back of their thighs. Through this campaign a veritable army of free media was created for Superette.