A TOP-SECRET GIFT FROM L.S – ELLESSE CREATIVE MAILER
On the 29th and 30th of April, TMC sent out to key influencers a two-part creative mailer on behalf of iconic streetwear label Ellesse.
The concept behind this mailer was drawn upon the common mispronunciation of the brand’s name, with many pronouncing the label as ‘E-lys-see’ rather than the correct way of ‘El-less’ as per its founder’s initials.
Ellesse founder, Leonardo Servadio created the label in the 1950’s carrying his playful style down from the ski mountains into the stadiums and out onto the streets. As the decades rolled on, from sportswear and footwear to media and events, Ellesse came to rule in the game that matters most – the game of style.
The creative mailer was broken down into two parts:
Part one included a pair of red-film glasses and an A5 card embossed with the copy ‘Who is L.S?’ written backwards. When holding the card in front of the provided glasses, recipients were able to decode the copy, emphasising the mystery around how to pronounce the word ‘Ellesse’.
This first component was followed by part two, a bespoke gift pack from Ellesse, including a coloured slogan tee and either a pair of branded slides or platforms suited to each influencer’s personal style and aesthetic to feature on their social platforms.
The mailer was a fun and interactive way to magnet awareness to the correct pronunciation of the brand’s name and draw brand awareness to Ellesse as a street-style brand overall.