2017 Fall / Holiday Campaign - 'Time to XL'
Talent Procurement & Influencer Activation

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The Brief

ITB worked alongside London-based creative agency Assembly on the 'Time to XL' 2017 Fall/Holiday campaign for North America's leading 'big-and-tall' men's apparel and accessories retailer, DXL. For the campaign, which marks the beginning of a new creative chapter for the brand, ITB was tasked to cast an ensemble of impressive XL talent and influencers who represent a diversity of physiques and talents. The pioneering campaign aims to change the conversation around men's XL style, ensuring men of all sizes feel empowered by looking good in what they wear.


'Time to XL' Campaign Talent

For the 'Time to XL' Campaign, ITB cast and secured an impressive array of inspiring talent who all 'XL' in their respective fields, including five-time platinum producer DJ Khaled, ten-time all-star baseball legend David Ortiz, fashion blogger Kelvin Davis, country singer and 'Voice' winner Jason "Sundance" Head, and former professional ice hockey player Hal Gil. The integrated campaign aired in a 30-second national television spot, as well as in print and across a number of digital channels.

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#XLStyle Influencer Program

To support the 'Time to XL' campaign, ITB was also tasked to secure a tribe of social media influencers to produce inspirational content centred around the #XLStyle mantra on Instagram, Facebook and Twitter. The tribe of influencers were carefully chosen to authentically align with the style, confidence and individuality of the 'XL family' and include Zach Miko, The Chubstr, Rob Robinson, The Big Fashion Guy, Mike Rashid, Corbin Chamberlin, Marv Neal, The Prepster, Matthew Simko and Timothy Snell. 


LA Event

To celebrate the launch of the 'Timeto XL' campaign and the #XLstyle influencer program, an event was held in Los Angeles to bring together some of the key influencers and the impressive talent who featured in the campaign. The event was hugely successful in promoting the project and fostering a sense of community and brotherhood amongst the #XLStyle taste makers. 

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