Perry Ellis Tries On La Comunidad for Size

By Kiran Aditham 

After a review amongst “leading competitive digital agencies,” Perry Ellis International has picked Miami-based indie ad agency La Comunidad (perhaps last seen playing around with Converse back in Dec. ’09) as its full-service AOR for Original Penguin by Munsingwear.

As a result, La Comunidad will be responsible for print, retail, social media and email marketing for Original Penguin, the golf shirt that was introduced to the world by Munsingwear over 55 years ago. The Perry Ellis camp were looking for an agency to “re-master the [Penguin] brand for the digital age” and according to a statement from La Comunidad worldwide president Antoinette Zel, “The fresh campaign concept we presented to Original Penguin was naturally aligned to their digital strategic goals and our work with them continues La Comu’s evolution as we broaden our capabilities to extend into all markets and all platforms.”

Expect La Comunidad’s first work for the Original Penguin to launch in early summer.