ABOUT CONCEPT:

Olís is Iceland's oldest petrol station service, dating back to 1927. To celebrate the company's heritage and appeal to a younger audience, we created a fashion line inspired by Olís' values and vintage uniforms. We embraced the Norm-core fashion trend, bringing workwear and mundane attire into the fashion world.

EXECUTION:

Our team designed a range of clothing items, including socks, caps, T-shirts, and a knit pullover jumper that sold out instantly and became a sought-after item among teenagers. We shot a fashion editorial, set up a pop-up store for a weekend, and launched an e-commerce site to sell our merchandise.

For the brand's launch, we enlisted Icelandic rapper Hr. Hnetusmjör (Mr. Peanutbutter) to wear our knit jumper during his performances at Reykjavík's annual festival, attended by roughly one-third of Iceland's population. Hr. Hnetusmjör wore the jumper all day long, creating a buzz on social media by posting pictures of himself and fans.

RESULTS:

The launch stunt with Hr. Hnetusmjör had an immediate social impact, generating a huge online response via social channels. Our goal of making a positive brand impression on a younger demographic was fully accomplished. Following the campaign, Olís' customer satisfaction score, as measured by the Icelandic Customer Satisfaction Scale, increased from 63.6 to 71.4, surpassing the competing brands that offer the same service.