John Whitaker International Limited are market leaders in the manufacture and supply of the exclusive JW Range of equestrian products.

They wanted to give their new Whitaker 1 riding hat a big sales push and were looking for something different and creative that would stand out from the competition in a trade magazine.

Three themes were presented - the first majored on the British International Winning Team, the second pushed the forward thinking technology that has been applied to the production of the hat, and the third was a theme majoring on the comfort aspect of the hat entitled "So comfortable you'll forget you're wearing one". This showed the hat being worn in various unlikely situations.