New Era XC, 90th Anniversary Exhibition
After attentively choosing over 100 graduates from some of Europe’s finest Art Schools, 90 were given the opportunity to design a blank 59FIFTY cap to win a £10k (€12,000) bursary to launch their career.
Each graduate was given just under a fortnight to create their entry before being sent back to the UK to be judged, photographed and entered into the limited edition collector’s book. After the winner was chosen the 90 caps went on a touring exhibition around Europe, including London, Berlin, Milan, Barcelona and Paris.
Promo 2009
In 2009 Fresh were contacted to produce a promo campaign to win a trip to New York courtesy of New Era. This campaign was spread over 4 European cities including Berlin, Birmingham & London Flagship stores and Paris Citadium. Advertising consisted of London & Birmingham public transport, clean graffiti, retail (POS) and a microsite.
Previous Project
New Era
New Era located in Buffalo, New York, is a headwear manufacturer founded in 1920 by Ehrhardt Koch. It is the exclusive manufacturer and marketer of the official on-field 59Fifty caps worn by every Major League Baseball team. Along with the 59Fifty, New Era produces styles like the 49Forty, 39Thirty, 29Twenty and EK.FreshBritain were hired to create their 90th anniversary campaign to capture a new audience whilst reconnecting with the existing urban core.