Western Bulldogs cult hero Bailey Smith has secured a major off-field victory, landing a role as the first-ever menswear ambassador for clothing giant Cotton On.
The partnership is set to see the charismatic AFL star become the face of Cotton On menswear, thanks to his immense popularity among AFL fans and league-leading social media following.
Smith has begun the partnership with a bang, sporting the brand’s new line of underwear – along with his trademark mullet – on billboards and outdoor media across Melbourne this month.
The citywide media campaign headed by Pace Advertising was formed with a strong focus on driving brand awareness and credibility, particularly among the male population. With a mix of 200+ static and digital OOH placements across the Melbourne Metro area, as well as targeted street furniture locations, the campaign is set to capitalise on Melbournians’ return to roads and public places after much uncertainty throughout the COVID-19 pandemic.
Running over the next month, the campaign is set to reach the eyes of countless young men over the coming weeks, who can relate to the laid-back, low-key confidence that both Bailey Smith and Cotton On encapsulate.
“We are thrilled with this campaign and have already had such positive feedback. Working with Pace has made the whole process so easy and we look forward to working with them more closely in the future,” said Hayley Slaven, head of marketing communications – Cotton On Group
“Working with a global brand like Cotton On is a privilege and we were particularly excited to launch this campaign alongside the start of the AFL season. Baily Smith is a huge star and planning this campaign proved great fun and generated a lot of buzz in the agency,” said Nicholas Heath – CEO Pace Group
Pace Advertising, based in Geelong, is a dedicated team of expert marketing strategists, media planners and buyers, content creators and innovators. As Australia’s longest continuously serving advertising agency, Pace has honed its craft to consistently create attention-grabbing and efficient campaigns.
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