General Pants Co. encourages Aussies to #GIVEPEACE in new campaign via Bashful
Australian retailer General Pants Co. and creative agency Bashful have revealed their campaign #GIVEPEACE this Christmas.
The campaign involved renaming of storefronts, online and social channels to “General Peace Co.”, fundraising for charity with limited edition “Give Peace” tees designed by leading brands in store, and a social media campaign supported by Australian and international celebrities.
The retailer aims to spread a message of peace to the world and raise funds through the sale of a “Give Peace” t-shirt range with 100% of proceeds going to Save the Children Australia and Oasis Youth Support Network, supported by brands Stussy, Ksubi, Santa Cruz, Zanerobe, Vans, Insight, Candidate, Neuw and RVCA.
In order to spread the message far and wide a star-studded collection of ambassadors have also volunteered to share images of themselves with the #GIVEPEACE message and encourage their followers to buy a “Give Peace” tee or donate. Ambassadors that have donated their time to date include Anthony Kiedis, Jillionaire (Major Lazer), Ozzie Wright, Ronan Keating, Daniel Johns, Cody & Ali Simpson, Laura Csortan, Cheyenne Tozzi, Henry Hollands, Samantha Harris, Corbin Harris, Candice Lake, Samantha Jade and Ruby Rose.
Renowned photographer Jez Smith also volunteered his time to shoot the #GIVEPEACE ambassadors.
General Pants have also created an online hub where you can view the tees and see consumer and celebrities that have joined the cause, view content to support the campaign and shop at generalpants.com.au/givepeace.
Anyone who shares the #GIVEPEACE message on their social media will receive 15% off their purchases at General Pants Co. over the Christmas period.
Says Craig King, CEO, General Pants: “You haven’t been able to turn on the news in the last year and not be shocked by what you see – conflict and pain are far too commonplace. This December we wanted to stop and acknowledge what we’ve seen and in our own way encourage all Australians to give a little peace this Christmas.”
Says Simon Bookallil, CEO, Bashful: “The #GIVEPEACE campaign has rallied an incredible array of influencers around our message of peace. None of the ambassadors are paid to be involved – they all believe in the cause and charities. Their combined networks will engage millions of Australians to see the campaign.”
2 Comments
Great initiative! At 62 I’ve been around the industry long enough ( probably too long) and certainly seen my share of both awful and great campaigns and initiatives. However today I salute you……firstly General Pants for having the “balls” to embrace this initiative and their Agency for pulling it all together…Well done people…hope its a cracking success for all the right reasons.
N.
Good idea for an adventurous brand with awesome pulling power.