Publicity fair in Düsseldorf

Agency: d-side group
Client: Stedman from Hanesbrands
Tagged in: Stands, fairs & shows

Overview / Objectives

  • Attract visitors to a fair hall that has been rarely visited previously but is needed for the expansion of PSI
  • Represent Hanesbrands on the spot at PSI
  • “10 colours 15 styles”: new slogan of Hanes. Familiarise the public with the new Hanes approach

Strategy / Solution

  • 4 body painted actors encourage visitors to have their picture taken by photographers
  • Photos are transposed by a computer to “Stedman the Tiger”, mascot of the current campaign
  • Result is printed on a T-shirt and given as a reward for visitors who returned to the Stedman booth


  • Close to 1.500 people left with a very personal Stedman souvenir
  • Huge success for Stedman
  • Successful collaboration between d-side stand and d-side event