Iconic Publicity
Levi’s /
Craftwork
The Levi’s ‘Craftwork’ campaign was inspired by the resurgence of ‘craft’ and its physical roots in the brands history – the physical quality and craftsmanship that is fundamental to the Levi’s ethos.
To bring this idea to life, we recruited 18 craftworkers from across London as the ‘faces’ of the Levi’s campaign. Their crafts were wide ranging and included singers, songwriters, fashion designers, illustrators, photographers and artists, each with their own unique story to tell.
The campaign was timed to launch the re-crafted flagship store on Regent Street and was supported by national print ads and outdoor ads across London. Consumers were also able to follow the craftworkers via the campaign website www.leviscraftwork.com
Claire’s /
becomes Alice’s®
The challenge was to create a campaign that generates hype and drives credible brand fame as well as engaging with Claire’s ‘Young’ consumer, aged 13-18. This was achieved by aligning with zeitgeist moment in film and culture with Disney’s biggest movie release in 2010, Alice in Wonderland.
The idea that Alice would be an alter ego of Claire’s was the central point of the campaign. Claire is fun, fashionable, a follower of style, influenced by peers, magazines, music etc, where by Alice would be a girl who lets her imagination run wild, who loves dressing up, who’s not scared of accessorising, confident in her look, a bit kooky with her style, mysterious and a daydreamer.
With this in mind, an integrated campaign was launched including 2 European retail promotions across 10 countries / 955 stores, an Alice’s microsite and a pop up wonderland located in central London.
The pop up shop space was created as an environment that would transport you into the mind of Alice, a place that felt very magical, and encouraged customers to explore, discover and engage.
Acting as a retail environment, ‘Alice’s’ stocked and sold the Claire’s Alice in Fashionland collection with product merchandised throughout.
Dr Martens /
50th Anniversary
Exposure has once again gained brilliant coverage in Marketing magazine, this time for our Dr Martens ‘50th Anniversary’ campaign, which aims to celebrate Dr Martens’ rich association with fashion, culture and music during its half-century.
Dr. Martens /
50th Anniversary
April 1st, 2010 marked Dr. Martens’ 50th Anniversary. Known for their classic 8-eye boot, they are a brand that defines individuality and non-conformism. They’ve been adopted by various subcultures throughout their history and continue to be a brand synonymous with rebellion.
In order to reinforce their position in the market, herald their connection with music & youth culture, we created a campaign that was rooted in music in order to reinvigorate wearers of old, challenge current perceptions about the brand & their product as well as introduce new consumers to Dr. Martens.
To leverage their heritage in music, we commissioned 10 contemporary musicians from various genres of music around the world to reinterpret cult classic tracks from the brand’s history. Video directors were then curated to transform the tracks into music videos. The result was a body of work that illustrated the link to youth culture while celebrating their heritage as well as showcased a range of new product that is currently redefining Dr. Martens.
The tracks & music videos were complimented with an intimate documentary on the artists during the recording process. As a digital based execution the hub of the campaign resides on drmartens.com, where all videos can be viewed as well as free track downloads are available.