COAT Paints

A paint tin, reworked as a handbag.

We took COAT’s signature tin - usually filled with paint (obviously) - and dropped it into London Fashion Week. Not as a prop, but as the product.

‘Carry Your COAT’ was a fast, slightly chaotic idea: turn something recyclable into something desirable, and let’s see what happens.

Models carried the tins through shows, streets, and everything in between. No logos screaming, no big explanation. Just a simple line - Carry Your COAT - and something that didn’t belong there.

It blurred pretty quickly. Street style or campaign? Product or statement? That was kind of the point.

Everything happened in real time. Panos shot it on the streets, we turned the images around, printed them, and got them back out into the city within hours. It became a loop - the stunt feeding the campaign, the campaign feeding the moment.

There’s always a risk with this kind of thing. No time to overthink it, no safety nets. But that urgency gave it its edge.

It started as a product twist, but turned into something bigger. A small push back on overconsumption, and a question we kept coming back to - can something sustainable ever feel as desirable as luxury?

Also, the bag was real.

No waiting list. No markup. Just a paint tin, ready to carry.

Our first Ad of The Day as a studio for this project. We celebrated hard that night!