2022 Winner

Like so many businesses shut down during the pandemic, luxury menswear retailer Harry Rosen needed to find a way to stay relevant. With office workers forced to do their jobs at home, holding virtual meeting after virtual meeting, Zulu Alpha Kilo came up with the idea to create a versatile shirt – a short-sleeve collared one – so that consumers could have some fun with their workwear and never be out of style. The “Green Screen Shirt” was designed in the same shade as a green screen (Pantone 354C) to allow those wearing it to change the pattern while on virtual calls by simply clicking on the “Green Screen” button. The campaign yielded 5.5 million impressions, 110,000 views (without paid media) and the highest engagement in
Harry Rosen’s history.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Art Director: Anton Garneau, Michael Romaniuk
Writer: Luke McNeil, Marco Buchar
Account Team: Michael Brathwaite
Client: Harry Rosen
Clients: Trinh Tham, Kristin Meier, Paul Michel
Producer: Christine Taranco
Production House: Zulubot
Production/Technical Advisor: Adam Palmer
Editor/Colourist: Felipe Chaparro
Photographer/Videographer: Kyle Wilson, Matt Watkins
Creative Director Harry Rosen: Christine Kwan
Photo Retoucher: Jim Tinios