Forward fashion

Chris Morey 2 mins

Brief

After a short break from TV in AW17, it was our job to help Fashion World make a big impression on their return to our screens for SS18. We were asked to produce a concept that would translate through TV, digital channels and press.

A key element of the brief was to create a campaign that would drive awareness and action for the new credit proposition – 30% off your first credit order and 0% interest. This is the strongest credit offer in Fashion World history!

Our approach

We presented two concepts to the Fashion World team that would bring their ‘Make it Happen’ proposition to life.

The chosen idea centered around the everyday life of a busy, working mum. We split the ad into three scenes – Girls’ night, Away days and Me time – which highlighted the depth of range available at Fashion World. Plus, to get across the message that Fashion World are here for the whole family, we chose to cast a family, consisting of mum, daughter and son.

The magenta circle, Fashion World’s recurring motif, was seen throughout the ad to strengthen the brand identity. We used this as our ownable call to action, which can be seen as a button on the tablet featured, inviting customers to ‘Make it Happen’.

Results

Paul Ray, Head of Brand & Advertising at Fashion World, said “it was a really good day, well managed, enjoyable throughout.” Due the ad’s success, the campaign’s initial media schedule has been extended.

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