2015 Winners & Shortlists

Brief Explanation

The main way to differentiate fans during the World Cup is their jersey colors. But jerseys get abused between matches, celebrations and washing them over and over again. Colors fade and team colors end up being the wrong shade, or worse, the wrong team. How can we get our message across to people and prove to them that they shouldn't be worried about their team jerseys?

The Brief

Use the FIFA World Cup 2014 as an opportunity to strengthen the positioning of Pressto, a premium dry cleaning chain in Qatar, as the ultimate color protector for clothes.

How the final design was conceived

We created a football color guide of team swatches to allow fans to compare and keep their jersey colors right, bright and true, only through Pressto. These color guides were distributed with every football jersey that got dry-cleaned at Pressto before and during the World Cup.

Indication of how successful the outcome was in the market

Our football color guide generated buzz through word-of-mouth and reinforced customer loyalty, including 18% increase in customer base. The guide wasn't just a color swatch; it became a solid proof that Pressto truly is the ultimate color protector in Qatar.

Pressto is a premium dry cleaning chain in Qatar. Its customers are usually the type of people that wouldn't mind pay a little extra as long as they feel that their clothes (usually expensive ones) are in the right hands. Internationally, Pressto is the global leader in high quality dry cleaning with more than 500 stores in over 21 countries around 5 continents. This reputation stems from Pressto’s commitment to quality, personalized service and speed of delivery.