M&C Saatchi Slips into OnePiece

M&C Saatchi has won the uber cool Norwegian apparel brand OnePiece following a multi-agency pitch.

M&C Saatchi solved the creative challenge with an idea that perfectly captured the brand’s relaxed and irreverent ethos across digital, social, PR and experiential channels.

OnePiece Director Ole Fjelberg said: “Together with a great market insight and creative ideas M&C Saatchi gave us the confidence that they are the right partner for OnePiece 'down under'.

“M&C Saatchi showed strong belief, devotion and genuine enthusiasm towards our brand’s success in Australia.”

M&C Saatchi CEO Jaimes Leggett called OnePiece “one of those brands that creative agencies strive to work with”.

“OnePiece is tailor made for contagious ideas that flourish in all sorts of earned media environments to drive deep and meaningful two-way connections between the brand and its wearers.

“Our team of specialists, drawn from different parts of our business, are champing at the bit to activate their pitch idea for OnePiece and get Australia talking about the brand.”

OnePiece was conceived early one Sunday morning in 2007 when three 20-something Norwegians (who were nursing a ‘bakrus’) reflected on the ultimate chill-out wear for a lazy day at home.

They agreed on the merits of the track pants and hoodie combo, but yearned to do away with the tight waistband and expectation of exercise.

Then the Eureka moment: Why not sew together a hooded sweatshirt and a pair of sweatpants and make the outfit so big that no one in their right mind would think of working out in it?

 
They produced an all-in-one, soft and fleecy hooded garment sans waistband but with a long zip down its front for easy entry and departure.

 
The OnePiece was born and the three friends stopped dreaming and started doing, creating a company that caught fire socially and spread across the globe.