iliad is known in the Italian telecom market as the brand that is always truthful (even when it comes to uncomfortable truths). On the occasion of an event, we were asked to develop a project involving the distribution of branded t-shirts to consumers.

But we all know that branded t-shirts (the non-fashionable ones) are usually ugly.

That's why we took this opportunity to reinforce iliad's positioning by creating branded t-shirts that tell the truth about ugly branded t-shirts.