THE REVERSE TEE CAMPAIGN EXPLORES CONTROL, UNCERTAINTY AND THE REACTION TO SOMETHING THAT DOESN'T FOLLOW THE EXPECTED PATTERN.

TRAILER 01 INTRODUCES A TUNNEL TRUCK AND COUNTDOWN INTO AN ORDINARY VANCOUVER STREET. AS THE TIMER FALLS, PEOPLE BEGIN TO NOTICE SOMETHING UNFAMILIAR. THE FILM ENDS BEFORE THE COUNTDOWN REACHES ZERO WITH THE MESSAGE:

“PEOPLE FEAR WHAT THEY DON'T UNDERSTAND.”

RELEASE 01 COMPLETES THE COUNTDOWN. AT ZERO, REVERSE TEES FALL INTO THE CITY, INTERRUPTING NORMAL ROUTINES. THE INITIAL CONFUSION BECOMES CURIOSITY AS PEOPLE PICK UP, EXAMINE AND BEGIN TO UNDERSTAND THE PRODUCT.

RELEASE 02 CONTINUES THE STORY THROUGH DISTRIBUTION. THE TRUCK OPENS AND TUNNEL PACKAGES MOVE THROUGH VANCOUVER. WHAT BEGAN AS SOMETHING UNKNOWN HAS NOW ENTERED CIRCULATION.

THE PRODUCT ITSELF REPRESENTS THE SAME IDEA. THE REVERSE TEE TAKES A FAMILIAR EVERYDAY PIECE AND RECONSIDERS HOW IT SHOULD BE MADE. HEAVY 250 GSM COTTON, PRECISE CONTRAST STITCHING, HAND SCREEN PRINTS AND A CAREFULLY DEVELOPED FIT PLACE QUALITY AND DETAIL ABOVE THE EXPECTED STANDARD.

THE CAMPAIGN AND PRODUCT SHARE THE SAME MESSAGE. QUESTION WHAT IS ACCEPTED. PAY ATTENTION TO WHAT OTHERS OVERLOOK. CHOOSE QUALITY OVER THE USUAL.

THINK OUTSIDE THE CIRCLE™.