The Metro, London contacted us as they needed a large quantity of promotional products to hand out to passers by in Waterloo, Victoria and London Liverpool Street station instead of simply handing them the morning’s paper. This was done by a group of well sculpted men, wearing the product – a skimpy pair of personalised swim trunks. Quite fitting when you know that they were promoting ITV2’s reality TV show, Love Island.
Love Island is a reality dating show presented by Caroline Flack and narrated by Ian Stirling. Using a similar concept to Big Brother, the contestants, who are known as islanders, live in isolation in a villa in Mallorca under video surveillance for a period of seven weeks. In order to “survive” in the house, the islanders must “couple up”, be it in the form of love, friendship or money, as the overall winning couple receives £50,000.
The show is now on its third series after attracting over 1.5 million viewers in the second one and has a huge online following across social media platforms.
The client got in touch as they wanted to order some promotional merchandise for their ‘Hunks in Trunks’ initiative in order to promote the launch of the third series of Love Island. They contacted us with a massive order of 9,000 personalised swim trunks to hand out as freebies in two train stations in London the day the show was to be aired. They also needed 15 black embroidered bathrobes sporting the ITV2 logo for the islanders to wear whilst on the show.
The challenge was to source, print and send the mens swim trunks back to the client in time for the airing of the show on the 5th of June and it turned out to be a very tight deadline.
The black swimming trunks displayed the ITV2 logo on the front and the Love Island glittering heart on the back. We opted for dye sublimation as this is one of our preferred printing techniques for synthetic fabrics and this allowed us to give the design a gradient effect.
The personalised swim trunks came out great and we hope to continue to work with Metro in their promotion initiatives.