Original Penguin by Munsingwear has launched its first global social media-based marketing campaign across an especially dedicated YouTube channel along with Facebook and Twitter pages. The campaign, from independent advertising agency La Comunidad, is centered on the legendary Original Penguin Jacket and inspired by its incredible story of being rediscovered after 40 years.

Promoting a conversation between the brand and its fans through an iconic symbol of its past, the Jacket’s social media profiles host witty, multi-media content  including photos, videos and commentary updated on a daily basis. Reminiscing about its glorious past, sharing its perspective on pop culture, documenting its adventures and whereabouts and sharing gems of wisdom and inspiration along the way, the Jacket engages with consumers in real time around originally created content.

The Adventures

Original Penguin and La Comunidad have created a video series of the Jacket’s adventures that will be released over the course of the next four months on its dedicated YouTube channel and Facebook page.

The first installment, “Big World, One Jacket,” (featured above) offers glimpses into the Jacket’s envy-making past, its celebrity-fueled history, then its sudden disappearance and subsequent rediscovery. Other installments follow the escapades of the Jacket as it travels the world, leaving awesome in its wake:

  • Girls, Girls, Girls—An updated twist on Stardust filled memories of classic Las Vegas.
  • Triángulo del Diablo—A thrilling adventure across the Bermuda triangle.
  • Hot Rope –A tribute to the classic cars of yesteryear.
  • Shaken, Not Stirred –A cocktail created with an Original Penguin twist.
  • Hello Detroit—Bringing the Motor City back to its glory days.

“Original Penguin by Munsingwear is thrilled to work with La Comunidad on our first global social media-based marketing campaign,” commented Joakim Wijkstrom, Chief Marketing Officer of Perry Ellis International. “The agency has proven to be a creative and innovative partner as we strive to expand our brand through novel social media strategies.”

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