Client: New Era Cap
New Era, best known for being the official on-field cap for Major League Baseball, wanted to expand it’s presence as a lifestyle brand whilst encouraging new creative talent.
Brief: The Tailor worked with New Era to produce ‘New Era Introducing’, a global project to recognise and showcase the creative minds of tomorrow. This campaign is run in 20 Countries across the Globe, the project asked creative individuals aged 18+ to submit their artwork to win the chase to design their own unique 59FIFTY cap. The caps will go on tour as part of a bespoke interactive gallery experience designed by the Tailor, as well as feature in a limited edition hardback book. The participant whose cap is judged to be the most uniquely creative overall will be rewarded a £10,000 bursary towards their creative career.
Response: Phase One of ‘New Era Introducing’ was launched in mid August 2011, with hundreds of entries flooding in over 2 weeks. 120 selected finalists have been sent their blank 59FIFTYs, the best 80 of which will go on tour around EMEA from November. Then Global.
Testimonial: “We appointed TTOS because they demonstrated a real understanding of our brand and what we wanted to achieve over the next three years,” said New Era creative director Astri Thomas Saunders. “It was originally an EMEA-focused campaign but TTOS’s solution worked so well we decided to take it global. The campaign has been created to further establish the diversity of the New Era brand to our core consumers and to target tastemakers and key influencers,” Thomas added.