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You can crush the man, but can you crush the suit?
The idea behind “Uncrushable” was to demonstrate the durability of Australian Merino wool suits from Australian clothier, M.J. Bale. To show just how sharp these suits can make a businessman look and feel, M.J. Bale and TBWA\Sydney did what anyone in the fashion industry would do: they hired a model to show them off. However, what the model didn’t know was M.J. Bale was about to prove their claim that you can crush the man, but you can’t crush the suit.

The unsuspecting model was booked in Sydney for a photo shoot in London. From there, he was sent on the most grueling journey ever to get there, covering over 20,000km, through nine countries, over five days non-stop. Our model — and more importantly, his suit — were put to the ultimate test.

The journey covered stops in Singapore, Kuala Lumpur, Bangkok, Dubai, Abu Dhabi, Rome, Naples, Amsterdam, Rotterdam, Harwich and London on planes, trains, tuk-tuks, buses, taxis, bikes and even an overnight ferry across the North Sea to the UK. All without a single hotel, or decent night's rest. 

The model was left broken and bleary eyed, standing side-by-side fresh looking London-based models, to capture images for the brand’s Autumn/Winter campaign. Yet the suit looked as flawless in London as it did in Sydney. Uncrushable, indeed.


2017 One Show - 3 Merits | Branded Entertainment | Direct Marketing | Social Media

2016 Cannes - Silver Lion | Media | Durable Consumer Goods

2016 Cannes - Silver Lion | Mobile | Response/Real-time Activity