OSELLA X SMILEY: Wear the Feeling
Osella, one of Indonesia’s most established family fashion brands, launched its first collaboration with The Smiley Company in August 2026: a collection that pairs S.W.Smiley for young adults with SmileyWorld for kids. EGGHEAD Branding Agency created the launch campaign, Coastal Market, a two-week pop-up at Blok M Plaza in Jakarta, and handled everything visitors touched, from shopping bags and gelato cups to KOL hosts and vendor partners.
A seaside market in the middle of the city
The collection was made for sunny days and families who dress alike, so we did not want a regular product launch. We built the campaign around one idea, Coastal Market: everyday shopping turned into a seaside market where fashion, food, play and friends meet. The line “What you wear can change your mood. Wear the Feeling.” and the hashtag #WearYourWorld carried the idea across every channel.
We planned the space for three kinds of visits, families, couples and best friends, and gave each a reason to stay: a photobooth and mirror selfie wall, a DIY bag charm station, a gelato corner with Jakarta dessert brand Oma Elly, and the full Osella x Smiley collection to shop.
Every touchpoint, one sunny system
We designed the Coastal Market look in yellow and white stripes, with the Smiley icons and Osella’s green, and applied it to the shopping bag, the gelato sticker cup, photostrip frames, discount and activity vouchers, CTA signage, staff uniforms and the digital invitation. For the launch on 17 August, creators Jennifer Christie and Mas Bule hosted their friends at the booth; we sourced and negotiated the KOLs, sent them adult and kids PR hampers with a receipt-style invitation, a folding fan and a custom pouch, and coordinated the photobooth, DIY and F&B vendors through the two weeks.
CAMPAIGN CONCEPT
Coastal Market idea, key message, #WearYourWorld, event logo and visual system.
RETAIL ACTIVATION & COLLATERAL
Shopping bag, gelato cup, photostrip, vouchers, CTA signage, uniform direction, photography moodboard and digital invitation.
KOL & PARTNERSHIPS
KOL sourcing and negotiation, PR packages for adults and kids, F&B collaboration with Oma Elly, photobooth and DIY vendors, on-site supervision.
