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Hijacking the Masters
Harry Rosen, known for its formal menswear, wanted Canadians to know about its new line of golf apparel. With Zula Alpha Kilo, it hijacked the biggest event in golf, the Masters, by running ads during the event’s broadcast that looked and sounded identical to the real coverage. Except its ‘coverage’ focused purely on the players’ outfits. It also live-tweeted the tournament, updating fans on the most important part of the action: the style. The agency knew it couldn’t compete with Golf Town or pro shops on performance. But its one-on-one interviews with style-conscious golfers revealed that golf is a social activity and a lifestyle as much as it’s a sport. A bad outfit on the links can lead to good-natured ribbing or silent judgment. If winning in golf is about how you show up as much as it’s about how you play, Harry Rosen’s style expertise could help men win at the game behind the game. So the agency aimed to establish Harry Rosen as the undisputed expert in golf style.
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