HARRY - find your tune

Connecting sustainability to happiness: this might have been the most inspiring project we have ever done. Initiated by ourselves and our good friend and sustainable fashion colleague Annouk Post in 2014, Harry was our big Happiness passion project inspiring people from all over the world to find their tune.

 
 
 

CONCEPT + PRODUCTION

The idea for ‘Harry’ came from the notion that when people are in tune with themselves they are better able to take care of the world around them. We decided to inspire people to find their tune connecting a widely recognisable theme such as happiness to sustainability. We did this with the story of Harry, A small collection: Harry’s gift, postcards & tote bags, some hardcore guerrilla marketing, events and a travelling exhibition.

 
 
 

THE STORY OF HARRY

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Find your tune is a sort of Urban Fairytale that follows a young girl named Anna as she finds her own tune, something her granddad Harry had promised she would as soon as she got a little older. Anna discovers that knowing how to find her own tune and staying true to her own melody is the most important gift she ever got. All it takes is a few well-timed notes to your own tune to make the world stop rushing by and make time to feel happy and relaxed.

HARRY’S GIFT

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At the end of the story, Anna decides she wants to share her grandad’s life-lesson with more people. This is how Harry’s gift is born; his iconic white tank top with Harry stitched on the chest, to remember its wearers to stay close to their tune. The top (made of 100% organic cotton by renowned British fair trade brand People Tree) was accompanied by a little booklet with the story of Harry.

Harry’s gift was sold at more than 30 stores all over The Netherlands, the UK and Germany.

 
 
 
 

EXHIBITION SHARE YOUR TUNE

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“Having a cup of tea in a clean bed, dancing with my boyfriend in our living room and listening to music from the 50’s and 60’s.” Just a few beautiful notes people shared with the label Harry, for the ‘WALL OF TUNES’ exhibition.

The photography exhibition ‘WALL OF TUNES’ portrayed people from different backgrounds and ages who shared ‘their tune’. It travelled to the Dutch Design Week, Sissy Boy shops in Eindhoven and Amsterdam and the window of the Athenaeum bookshop downtown Amsterdam. The portraits are shot by Amsterdam based photographer Dim Balsem.

Together with our partners ASN Bank, Gulpener Bier, Morentz and Sublime FM we launched "The Label Harry" with a temporary Harry’s Gallery Club, situated in the Charlie + Mary Concept store in De Pijp. During the three months Harry’s Gallery Club was open we hosted and produced a range of related events, such as the ‘Share your tune’ talkshows and ‘Harry’s Social Club’.

 
 

VIDEO

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An excerpt from the story

 
 
 
 
 

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