Everyone knows how jet lag feels, but few know that clothes can suffer from it too. Cabin pressure, tight packing, and dry airplane air cause textile fibers to contract. The result is garments that look and feel just as tired as humans do after a long flight.
To launch its new travel steamer, designed to bring wrinkled clothes back to life while on the move, Steamery has created a global campaign showcasing real jet-lagged clothes. Each garment was collected straight from passengers’ suitcases after long flights and photographed exactly as it appeared when the bag was unzipped.
– “Cirrus Lite is our most compact steamer yet, created for people who want to travel light but still look sharp. By showing clothes as they actually appear after long journeys, the campaign makes it clear why this product is essential,” says Emily Rydin, CMO at Steamery.
The campaign marks the first collaboration between Steamery and Swedish independent agency GLAM. It will run across OOH, digital out-of-home globally, as well as digital and social media.
– “Most people know the feeling of being jet-lagged after a long trip. Once we realized that clothes go through the same thing, it was only natural to let the garments themselves show why a travel steamer is needed,” says Johanna Björnfot, CEO of GLAM.
