Context: The original penguin jacket, a vintage piece of clothing had lost its way and needed to catch up with the digital and social age.

Insight/Idea: We wanted to personify the jacket and its life experience. We created the story about the legendary jacket, which had been missing for 40 years, but came back, like a true hero, to conquer the world once more.

Why This Case: We bought back an American classic to the forefront of culture through digital and social channels.

Results: In July 2011, the legendary jacket appeared on an auction site (ebay). After its discovery, the original penguin jacket took on a story of its own. From Japan to Brazil, it became a viral sensation as the jacket caught up on lost time and missed experiences.

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Case Study