Shiruku on Wheels

PEPE Jeans had a new fabric — Shiruku — and no interest in a campaign anyone had seen before. The instruction was blunt: put the product at the centre and do it in a way the Indian market hadn't watched roll past. So the question became less about advertising the denim than about moving it.

A pickup truck was skinned entirely in Shiruku fabric, then rigged to tow a transparent capsule with a single mannequin turning on an automated platform inside. It parked in malls over the weekends, then took to the road for ten days, threading through Mumbai's streets while the mannequin kept its slow revolution. People stopped. Phones came out.

Highlights — Over half a million digital impressions, and sales up 40 percent across the run.