M&C wins 'bastard son of slacker and street culture'

M&C wins 'bastard son of slacker and street culture'

M&C Saatchi has snagged the account of Norwegian apparel brand OnePiece, often credited as the company that started the adult onesie craze.

B&T Magazine
Posted by B&T Magazine

The agency won the six year old company’s business following a competitive pitch process and will now handle its local digital, social, PR and experiential channels.

OnePiece, founded in 2007 by three 20-something Norwegians before onesies sprouted tails and animal ears, describes its brand and its signature product, the jumpsuit, as “a rebel without a cause, and the bastard son of slacker and street culture”.

Jaimes Leggett, M&C Saatchi chief executive, described OnePiece as “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 director Ole Fjelberg added: “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.”