Clothing speaks volumes. It is an extension of a musicians persona, it creates a look and vibe that their fans actively look to emulate. Fans of the artists directly become fans of the apparel brand.

Brief: General Pants is an established brand but the aim is always to be first to mind when it comes to true brand growth. General Pants was in need of brand association with wider music and cultural trends to help achieve this.

Concept: Leveraging the established cultural influence of musicians to deepen General Pants “first to mind” brand growth strategy. This would be achieved through integrating General Pants clothing into happy Mag’s weekly musician series, Live at Enmore /Live From Happy. By having these musicians with cultural influence wearing General Pants clothing and having General Pants branding included in the video series, the brand would continue to grow their brand association outside of their traditional channels.

Content: Over a 3 video series, General Pants dressed 3 major Australian bands and branding was included in multiple video content pieces. From Youtube videos to social media and mobile lead video content that was shareable across all artist’s platforms. The content not only was amplified across the Happy Mag channels but also leveraged the channels of musicians which opened brand exposure to a new audience that look to these artists for influence.