Generation Tux -- a start-up in the men's fashion business started by Men's Warehouse founder George Zimmer -- needed a big splash when entering a crowded market of men's tuxedo and suit rentals. Along with Civic Entertainment, we created the idea of the "First Couple" - a play off the First Baby born in the new year with the First Couple married in the new year. The campaign was contest based with it's own web, social and mobile experience. The goal was to generate buzz for the new brand, create brand ambassadors and generate leads to further sales for Generation Tux. Below is the work created for the campaign: