Sweetbands is a product started in conjunction with thirtysevenclick and several employees work for both entities. Sweetbands is a new headband retailer trying to promote our products to young urban dwellers. The idea is to touch upon this demographic with a fun product that can be worn by anyone who wished to be an individual and stand out from the crowd. This demographic is often marketed to in specific groups, (hip hop, yuppies, hipsters, etc) by stripping the models of clothes we hopefully appeal to all genres. At the same time the brand is a novelty product and does not want to take itself too seriously.
Advertising Agency: Thirtysevenclick, USA
Creative Director: Paul Klinke
Art Director: Tobin Nageotte
Photographers: Tim Hook, Tobin Nageotte
Special thanks: Emily Denker, Karen Hirsch, Lindsay Soule
Published: September 2011