Stafford Garments - Reborn
Get Stolen Radio Stunt / J. Walter Thompson Sri Lanka
Reborn is a Sri Lankan men’s casual wear brand.
The brief: Bring the brand top of mind and boost sales during the year end shopping season.
Sri Lanka is notorious for abductions and disappearances of media personalities. The symbol of this phenomenon is the ‘White Van’, which has long been associated with kidnappings in Sri Lanka.
The Idea: Guys who wear Reborn t-shirts get kidnapped or stolen.
Radio is the most popular medium among our TG. But how do you dramatize a visual idea like ‘Get Stolen’ for a fashion brand on radio?
We came up with a daring, groundbreaking media stunt never attempted before.
Make Sri Lanka’s favourite male radio DJs disappear.