MJ Bale unveils collection in short film Summer Pursuits of a Well Dressed Gentleman
Tailor MJ Bale has unveiled its Spring /summer collection in a short film on the theme, ‘Summer Pursuits of a well dressed gentleman’.
The two minute video shows men wearing items from the new collection while playing sports on the beach, riding a paddle board, and emerging from the water with dive gear and fishing equipment.
Sydney creative agency Sodus made the ad with Sodus’ creative director David Hutton as art director.
Last year MJ Bale’s ‘Grazed on Greatness’ campaign and short film showing how the suits of the Australian cricket team were made from wool from sheep reared on the same grass as the turf from the Sydney Cricket Ground won awards for Whybin\TBWA including the 2012 Mumbrella Award for Innovation.
Megan Reynolds
As a follow up to a great campaign this falls horribly short. Should of stuck with Whybin/TBWA to continue the “greatness” campaign.
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Hi PB the EP, David from SoDUS here. Firstly I congratulate you for putting your website link and name so that you too could be judged.
Secondly, Just checked out your site, lovely work, philosophy, and looks like a great bunch of talented people you’ve got there, I think we even have mutual friends.
I can honestly say my criticism of my teams work would have been exactly the same as yours had I have only watched this short piece of content. Unfortunately this article is only a very very small part of the story. The film you see here is just a one day edit and grade from quickly captured behind the scenes footage ( ohhh, if only we had the budgets your team so clearly have to play with ). The short edit is being used in store on screens to showcase the collection and is merely a moving look-book. Ohh and we edited it and graded it for free.
The work you should consider for comment is the greater print, digital and advocacy campaign that will be slowly broadcast and carefully curated over the coming season. This is where it will really get exciting. The team of expert marketers at MJ Bale have worked tirelessly to produce one the best content execution plans I have seen in a long long time. Once driven to store customers will have an incredible experience with polished sales staff and outstanding product that should be in the wardrobe of any Australian man that covets quality and style. SoDUS has also worked closely with the team considering the brand to broadcast and back to transaction pathway and to make sure every single opportunity is fruitfully mined to help our client gain the commercial edge in a highly contested space.
Check out the incredible ambassadors we have supporting us over the coming months, in one day I met 6 of my greatest sporting heros and what’s better they did it at the drop of a hat because they LOVE the MJ Bale brand and loved the ideas we have over the coming weeks.
It is also worth mentioning that this work could have only been considered because of the amazing momentum the experts at Whybin / TBWA gave MJ Bale with their award winning work, truly brilliant!
By January next year you would have been exposed to all the creative executions ( and trust me there are more than you can shake a stick at ) and you will be better positioned to make a more considered comment. We all know that the days of a single execution are long gone. Go in-store yourself come to our events, sign up to our database, get the full campaign experience. By February we will also have the results of the work, this will be measured several ways and compared to some pretty neat data from here and overseas. Judging by the effectiveness already, just in sales alone we will certainly be celebrating. Give me a call come and have and beer and celebrate with me and the team at MJ in the new year.
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The football dude at 1:02 horribly scuffs his shot… he must be mates with Fernando Torres
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Well said David and great to chat on the phone just now. See you soon.
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