Le Trabendo, Paris 19ème.

SITUATION

La MJC was brand new, the agency was looking for a subtle media to buzz about itself and to generate interest. The first major communication project of La MJC became real thanks to Homecore the leader on the French urbanwear scenery at that time Â…

CONCEPT

420 numbered « maillots de corps de La MJC », were produced and directly shipped to the office of the opinion leaders representing La MJC’s target.

The tee-shirts pattern and the packaging was created by Homecore in exclusivity for La MJC.

The visuals are original graphics belonging to 6 internationally recognized artists. They were produced exclusively for La MJC.

Those visuals correspond to the 7 themes which constitute the cultural components and the corporate image of La MJC. Each theme was reproduced on 60 tee shirts (40 men and 20 women models), which adds up to 420 tee shirts in total.

Way more efficient than just any other flyer received through snail mail, the tee shirts were sent out by messenger in an indestructible packaging that compelled the recipient to rip the edges of the package to disclose its content.
The initial surprise, the quality of the product and its exclusiveness rapidly contributed to La MJC’s image as a professional buzz makers.

Indeed, many editors in chief and artistic directors, seduced by this approach and by the product, decided to mention La MJC and its « Maillots de Corps » project in their publications.

If medias and happy fews enjoyed the project so much it was also because they were invited to the «Maillots de Corps » launch party as well : a first « Re-Creation » of La MJC, organized in partnership with the label 20000ST, which was celebrating its birthday.

Open bar and major DJs (Demon, Alex Gopher, Pedro Winter, Fafa Monteco...) made all those happy « Maillots de Corps » owners and their guests even happier.

The « Maillots de Corps » themes :

« DON’T BE A FOLLOWER » illustrated by JAY ONE
One of La MJC’s favorite themes. Don’t follow the trend. Our motto: prescribe trends rather than follow them. Innovate, create detach oneself from mass trends and subscribe to durable and federating projects. We are the future!

« NEVER SEEN BEFORE » illustrated by WK Interact
Obvious considering the first theme.Innovation in creativity. With no pretention but with our background and our tastes, Bring fresh air without necessarily pleasing every consumer. The most innovative products cannot match everyone’s taste.

« INTELLIGENT HOODLUMZ » illustrated by SKKI
Legitimize urban cultures. Give a meaning and weight to their components. In a clever and measured way, take part to the contemporary world’s evolution. It’s the expansion of social revolution...

« BELIEVE JEAN CLAUDE MERY » illustrated by YAWATA
Inspired by the political scandal of 2000. With this video we realized the importance of reading between the lines and of being cautious when receiving information. Decoding information and verifying sources are essential to become alert.

« WE GOT EYEZ ON YOU » illustrated by WEELIAM
This theme is related to our « file » theory. Rumor is a sickness to be avoided. We closely observe our environment and its individuals. It’s a way of preserving ourselves. Information brings to comprehension and control over evolutions.

« SEARCH AND BUILD » illustrated by NON CONCEPTUAL
Here we are to build rather than to destruct. We want to bring pleasure and lead the way towards entertainment and discovery. We don’t want to annoy or provoke. La MJC is a project of the future because we are firm believers in the future.

« SUPPORT LA MJC » illustrated by WEELIAM
If things are well done, we want people around us to believe in us, to be confident in our work and support our projects. We need you and it will pay off. Support us!

GOALS

-Enlarge Homecore’s targeted clientele thanks to its association to La MJC official launch

-Advertise La MJC’s cultural preferences and aspirations to its target

- Allow the talent of artists represented by La MJC to be known via a collector product.

EXTRA PARTNERS

20000 ST
Evian

RESULTS

-420 trend setters received their « maillot de corps » at their office or at their home.

-800 people came to celebrate the launch of La MJC and the anniversary of 20000ST music label at Le Trabendo.

-A few days later, the buzz took effect, and La MJC was born.

PRESS COVERAGE