Interbrand (HMKM)

Thomas Pink #OutFox 2016

Purpose: Develop a campaign concept to excite existing and attract new Thomas Pink customers.

  • Campaign goal: The goal of the #Outfox campaign by Thomas Pink was to increase brand awareness and reposition the company as modern, creative, and playful rather than traditional and conservative. The campaign used unusual and attention-grabbing visuals, such as masked models in public places, to create curiosity and encourage conversation among its target audience. This helped the brand stand out from competitors and connect with younger, style-conscious consumers. Overall, the campaign aimed to refresh Thomas Pink’s image and reinforce a fun, distinctive brand personality.


    Project role: Junior Designer at Interbrand (HMKM)
    Input: Branding / OOH / Campaign / Social Media

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The brand’s sharp, playful tone shaped graphic, statement-led typography that captured attention and worked equally well for product promotions, all tied together with the #OutFox hashtag.

By situating stylishly dressed models in Canary Wharf, where their target segment is highly concentrated, Thomas Pink generated considerable buzz for the campaign.

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