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Brief Published: 21 Jun 2011

Peseta’s Promotional Film


Suggesting that two marketing strategies are better than one, Spanish accessories brand Peseta and the Iberian office of creative advertising agency Leo Burnett collaborated with New York’s New Museum Store to create a one-off event last month, which they filmed and distributed as a documentary.

The event was organised to promote Peseta’s new eco-credible collection of cycling caps – Made with Love. The documentary footage featured an especially theatrical demonstration of environmentally friendly manufacturing: a man in the window of Peseta’s Madrid shop was filmed riding a bush-bike, which powered a sewing machine, which subsequently produced the caps. While professional bike messenger Charly pedalled furiously, seamstress Katy sewed the caps – all to the soundtrack of The Longest Day, by US band Megafaun.

The caps – which are available exclusively in the museum’s shop – come packaged in traditional wooden cheese boxes. Each cap comes with a copy of the DVD.


Leo Burnett

New Museum Store