Lorna Mowbray

Fashion World SS16 DRTV #HeartOfTheFamily

In winter 2015, we were yet again thrilled to be approached by plus-size fashion retailer, Fashion World, to work on their SS16 DRTV advert.

As one of our long time strategic and creative partners, we’ve helped bring Fashion World’s brand proposition to life, both on screen and in print. And we were excited to create another advert and develop the brand further following their new proposition, ‘Life Made More’, which we established for AW15.

The objective of the SS16 advert was to inform consumers that Fashion World provides everything you and your family needs for the season… all in one place… at great prices… and with flexible ways to pay.

Our dedicated creative team, Head of Creative, Jennie Ambrose and Junior Copywriter, Charlotte Baker, came up with three different routes after a couple of days devising concepts. The ideas were then presented and discussed with the client.

We were delighted that the chosen concept was our ‘Heart of the Family’ route. The idea behind the campaign is very much in line with the ‘Life Made More’ branding. It offers an interesting way to showcase the full department offering and engage with customers across spring and summer.

The campaign was project managed by Amy Estcourt and Jessica Williams, who had the task of finding a Director who would bring their own fresh ideas on how to execute the concept. Working with our production partner, Whitenoise, we soon found Andy Saunders to fit the bill.

Emma Coleman, Senior Advertising Co-ordinator said “When Red C presented the ‘Heart of the Family’ idea to us, we knew straight away it was a perfect fit for the message we wanted to get across to our customers. We were thrilled with the finished ad and look forward to working with Red C on the next project.”

Account Director at Red C, Amy Estcourt said “We were honoured to be working with Fashion World for the third consecutive year on their SS16 DRTV campaign. The ‘Heart of the Family’ concept captures the essence of what shopping with Fashion World is all about – a department store at the heart of family life.”

One of our biggest challenges was shooting two ads in one day, with wardrobe, hair and make-up changes, and the limited time you can legally have children on set. But thanks to great casting and a tight shoot schedule, we made the advert on time and on budget. Another successful Fashion World DRTV ad completed.


Watch the ad below.