Case studies › Metro, for ITV2’s Love Island
9,000 personalised swim trunks for Metro’s Love Island launch
Commuters at Waterloo, Victoria and Liverpool Street usually get handed a newspaper. On 5 June, the morning ITV2’s Love Island returned for its third series, they got a pair of swim trunks, from a well-sculpted man wearing the same pair. Nine thousand of them.
The brief
Metro, the London paper, came to us for its ‘Hunks in Trunks’ initiative promoting the series launch: 9,000 personalised men’s swim trunks to give away at two London train stations on the day the show aired, and 15 black bathrobes embroidered with the ITV2 logo for the islanders to wear on the show itself.
The whole thing, sourcing the trunks, printing them and getting them back to the client, had to be done for the broadcast date, and the deadline turned out to be very tight.
What we did
The black trunks carried the ITV2 logo on the front and Love Island’s glittering heart on the back. Swimwear is synthetic, which makes dye sublimation the method we reach for: the ink becomes part of the fabric, and it let us reproduce the gradient in the heart properly.
The trunks came out well and were with the client for the launch.
At a glance
- Product
9,000 men’s swim trunks; 15 embroidered bathrobes - Technique
Dye sublimation (trunks); embroidery (bathrobes) - Print positions
ITV2 logo front; Love Island heart back - Sector
Media · promotional giveaway - Where
London: Waterloo, Victoria and Liverpool Street
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