Out-of-the-Box idea Inside-the-Box

Inspired by the intricacy that goes into creating premium menswear, Sifr has dedicated to create a collection for the wider audience at an accessible price.

Chris John Fussner, Partner, Sifr, comments, “We sought to add something of aesthetic value that would invoke curiosity in our audience. In our collaboration with Clear Channel Singapore, we hope to raise more awareness about our product and where it’s available in Singapore.”

The special creative is placed within Clear Channel’s 12-sheet panel which is gutted of its light tubes and wiring. The glass panels are pasted over with matted stickers with two cutouts, shaped like T-shirts. For the viewer, these two shapes look like “windows”. Sifr’s in-house creative team led the execution and filled these “windows” with the raw material; i.e. the cotton stalks that make a T-shirt. The cotton stalks represent the luxe supima cotton used on Sifr’s T-shirt collection.

This eye-catching effect takes both the bus shelter medium and product outside the traditional boundaries.

Fussner adds, “We are hoping that the combination of organic and conventional marketing will increase our brand penetration in the local fashion scene.”

The campaign begins today on the 14 January till 31 March 2010.

Look out for Sifr on Clear Channel’s bus shelter advertisement panels at Bencoolen Street, Cecil Street, Commonwealth Avenue and Orchard Boulevard.

Sifr’s design procedure starts at the hands of Chris John Fussner and Suraj Melwani and then filters on down to the graphic expertise of Daryl Chan.