• Agency : Zulu Alpha Kilo
  • Place : Canada
Advertiser :
  • “My father’s philosophy was to carry menswear that dresses leaders, visionaries and creatives who drive our communities.” informs Larry Rosen, President & CEO of Harry Rosen. Harry Rosen is a Canadian retail chain of luxury men’s wear founded in 1954. The brand offers various men’s wear, such as clothes, swimwear, shoes, and more. All these clothes come from different collection as well as Armani, Brioni, Hugo Boss, Burberry, Canali, Dolce & Gabana, Kiton and Ermenegildo Zegna.
Objective / insight
  • With the pandemic, increasingly people started working at home and made a series of video calls for the company. But how to be presentable for different occasions, such as meeting with the Boss, or aperitif with some colleagues on Zoom? This is the idea of Harry Rosen with the Green Screen Shirt. With this ideal shirt, men can change patterns to suit for any occasion on Zoom.
Implemented strategy
  • For Father’s Day, the brand launched the most versatile shirt for WFH (Working from Home) men and dads. It is on the famous social network: Instagram that Harry Rosen promoted its new Green Screen Shirt. Followers only need to like, comment and tag two friends to win one of 20 shirts for them or their dads. Those who have been selected could enjoy the variety of these exclusive shirts. It is also possible to design your own shirt.
Technology implemented
  • The functioning is simple, Zoom has a « green screen » feature. And by checking it, wearers of the Green Screen Shirt will be able to choose a pattern and change the design in a few seconds.On the website, Harry Rosen gives five simple steps:
    • Wear The Green Screen Shirt on Zoom.
    • Go to ‘Virtual Background’ and select ‘I have a green screen’.
    • Upload and select one of our shirt designs or upload your own.
    • Click ‘Manually pick the color of the background’ and select the Shirt.
    • Impress your colleagues and family!
  • On the brand’s Instagram page, the post promoting this contest has been seen more than 100K time and has been collecting a little bit less than 300 comments.


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