Dockers - Social Outreach
Alpha Khaki - Whiskey Crates
Communication Arts Advertising Annual 2012
To highlight the three different pants finishes—1, 5, and 10 year—we naturally thought of whiskey, another aged product. We designed a Whiskey like tube for each year's finish, and packed them all into a hand made wooden crate. We surprised some of their online customers, facebook fans and influential bloggers with three free pairs of Alphas in the three different finishes this one-of-a-kind packaging.
To support the program we also partnered with Antenna magazine, scouting Brooklyns top bartneders and asking them to create a signature cocktail supporting the Alpha Khaki launch.
Assets from our print shoot at New Yorks 'Blind Barber (photographed by Cass Bird) were also used in a shoppable Facebook experience.