2015 Winners & Shortlists

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.

Creative Execution

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. So by creating and distributing the football color guide along with the dry-cleaned jerseys/clothes, we got our message across to people and proved to them that their team jerseys are in safe hands and they shouldn’t worry about them at all.

Describe the creative solution to the brief/objective.

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.

Results

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.