Brands For Less
Summer Is a Mood.
Shoppers knew Brands For Less for bargains. The summer campaign had to make them think of style.
my role.
- Concept
- Writing
- Direction
the problem.
Brands For Less was known for savings and variety. For its summer campaign, it wanted to be known for style as well, and to bring its slogan, Summer Is a Mood, to life. With a collection spread across many brands, the campaign also risked looking like a catalogue.
what we found.
People saw Brands For Less as the place to buy cheaper clothes. It was good value, but not somewhere you’d shop to look cool. Talking about prices, deals or variety would only reinforce that.
So we repositioned the brand on attitude instead of price, making its fashion feel like something people want to be seen in and be part of.
the idea.
Since attitude is hard to show with a rail of clothes, we turned Summer into a person: free, confident and effortlessly cool. So we created a film where Summer walks into the new Brands For Less office with her posse and changes everyone’s mood, wearing a new look from the collection in every scene.
the film.
A mundane office gets interrupted when Summer enters in style. Wherever she goes the energy shifts, with a new look from the collection in every scene. By the time she’s done, the whole office has caught her mood.
Summer is a mood. Dress accordingly.
on set.
Behind the scenes of Summer Is a Mood.
got a creative problem?
Bring your problem. You’ll leave the call knowing what I’d do about it. Free, 20 minutes, Monday to Friday, 9am to 5pm Dubai time.