The client was exhibiting at the Parkex trade fair and wanted to stand out from his competitors. Inspired by the Brintons carpet adverts I’d seen in the 1990’s where Vivienne Westwood created regal costumes from carpets with stunning impact, I proposed the idea of transforming high-vis parking uniforms into a colourful glamorous outfit that would attract attention. Parkex is a very grey affair full of stands selling pay and display machines, barriers and IT systems.
Deconstructing a high vis jacket and tabard, tailoring them to fit a model, I also used uniform bands and a congestion charge badge for the belt buckle. I combined CEO epaulettes with fabric flowers for the ultimate parking hat!
I devised and implemented the PR campaign: “Who says parking isn’t fashionable?!” and achieved wide coverage across the parking media, both nationally and internationally. This was a big talking point at Parkex, generating the interest my client was hoping for. He was thrilled with the impact.
