When launching three new American clothing brands at Prisma, we realized that simply announcing an update to their selection wouldn’t work. Prisma had never been seen as a credible place to buy clothes. We needed a new strategy. We created a story told through multiple media channels. The twist was in the campaign itself: the fictional Swedish clothing brand Ampris was revealed to be, in fact, Prisma. The campaign resulted in the most successful product launch in Prisma’s history.