La Comunidad named AOR for Penguin by Munsingwear.

Perry Ellis International announces the appointment of La Comunidad as its new full-service agency of record for Original Penguin by Munsingwear after a review amongst other leading competitive digital agencies.

La Comunidad’s expertise will extend to key areas of Original Penguin’s business including retail, social media, print, e-mail marketing as well as in-store events and is expected to launch in the early summer.

“La Comunidad is the ideal creative agency to take the Original Penguin by Munsingwear brand to the digital stage and help us grow as a major player within the social media space,” said Oscar Feldenkreis, President and Chief Operating Officer of Perry Ellis International. “Expanding digitally is a key priority for us and our partnership with La Comu is going to help us take the brand to the next level of engagement with our consumers and fans across new platforms.”

“It’s rewarding to be recognized more and more as an idea agency that transcends platform limitations,” added Antoinette Zel, worldwide President of La Comunidad. “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.”

The campaign will focus on the brand’s true American classic heritage, bringing to life the brand’s fun, playful attitude and distinct point of view. Staying true to the timeless appeal of Original Penguin’s classic designs, the campaign re-masters the landmark brand for today’s digital age.