Pierre Robert
BLACK HORSE BAMBU PÄÄLTÄ KOVA, SISÄLTÄ PEHMEÄ
Hard on the outside, soft on the inside
Context
Black Horse is Finland's most popular men's underwear brand, launched in 1975 and known for quality and comfort.
Black Horse was an official partner of the Finnish national ice hockey team during the 2017 World Championship.
The task was to create a tournament campaign for Black Horse Bambu, a soft bamboo underwear range for men.
Approach
Ice hockey is hard.
The fans look hard too. Until the game gets to them: hope, nerves, pride and tears, all at once.
Underneath it all, Black Horse Bambu is soft.
Hard on the outside. Soft on the inside.
Just like the fans. Just like what they were wearing.
The campaign ran across TV, display, social media and in-store.
For one social film, I ended up swimming in Havis Amanda myself. Finland did not win gold that year, but the fountain got used anyway.
A tough sport. A soft product. One very public fountain.
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production
Concept and campaign created together with my copywriter partner.
