As part of their Summer Internship Program, TBWA organises an intern project for their entire student pool. During my time there, the interns were tasked with creating unique merchandise that embodied the spirit of the company. To simulate a real-life client experience, the agency posed as a client keeping the interns to a set deadline and budget.
The first few weeks were dedicated to researching and polling the office. Even though the responses from the office were varied, the general consensus was they didn’t want anything generic or overtly branded. These findings, together with a desire to celebrate the agency’s recent success, led to the strategy: create merchandise that incites a sense of pride and unity among employees, while still encouraging them to express their personal style. And so, Undeniable Goods was born - a line of apparel for the employees to personalize with designs inspired by TBWA’s journey.
The interns produced eight designs - each one paying tribute to an aspect of TBWA history.
The variety of designs gave each employee the chance to find a message that resonates with them.
To bring this project to life, we found a disruptive solution; an experiential event within the walls of TBWA’s New York office. The space had been transformed into the Undeniable Goods pop-up shop, where employees were able to choose from a range of apparel, including an assortment of hand-picked thrifted items. Each item of clothing acted as a blank canvas on which employees live printed their design of choice.
Credits for creative development:
CW: Vaishnavi Rai, Sofia Soldevilla
AD: Victoria Lyons, Scarlette Maestre and Jillian Nedd