M.J Bale are a small player punching above their weight in a hugely cluttered and competitive men's fashion industry.
They're one of a few uniquely Australian high end fashion brands in an industry that gains credibility from international labels.
To succeed, they focus brilliantly on the WHY. They stand for sustainable farming practice, provenance, authenticity and a jestful spirit.
Ultimately - they disrupt the category norms by standing for substance over pretence.
The Challenge: Get people to engage with M.J Bale's latest breathable wool suits, which means they keep their shape better than any other fabric out there.
The Insight: Aussies travel further than any other country for work trips. In doing so, they need a suit that can handle anything travel throws at them
The Solution: We sent a model to the other side of the world in 5 days with no sleep or hotels - in the same suit. Proving you can crush the man, but you can't crush the suit.
The Execution - Film
My Learnings: Brands with little budget and no media budget need to push the idea harder to rely on earned media and top notch PR. This is not easy, and often not nearly as fun as the case study looks.