Green Screen Shirt

Background

Harry Rosen is one of North America’s largest menswear retailers. It’s renowned for luxury labels and for outfitting men in impeccable suits for the workplace. But the last year and a half, when most men were working from home, the brand was at risk of losing relevance. Harry Rosen needed to increase its presence on social and drive traffic to its e-commerce offering.

Insight

In a time when we’re spending our lives on countless video calls, why not offer clothing made for this moment? Harry Rosen created the Green Screen Shirt. In Pantone 354C, it’s the exact same shade as a green screen, enabling wearers to change its pattern on video calls with the simple click of a button. The shirt launched on social, reinvigorating excitement for the brand.

Results

The Green Screen Shirt was the best performing social campaign in Harry Rosen history. It generated over 5.5 million impressions and received global press coverage with no paid media. There were so many requests to purchase that Harry Rosen is now exploring a full product rollout to keep up with demand.