THE BRIEF:
An integrated Womens and Childrenswear campaign, across all markets, creating an emotional connection with customers at this time.
The holistic creative idea should deliver consistency across our customer touch points; catalogue, website, email, social, our digital channels and in stores. It should re-engage Boden’s existing customers as well as attract new ‘younger’ customers – surprise & delighting them with what the Brand has to offer.
CAMPAIGN CONCEPT:
The moment must set a mood of Joy, champion style and empower customers and their families to be confident in their approach to life and spring/summer dressing.
JUMP IN = BE YOURSELF
Where British styles meets fun, dressing in Boden gives women and men the confidence to jump in the pool, dance on the table, smash a presentation…Dressing in Mini Boden gives children the confidence to jump in the pool, climb a tree, roar like a lion…
Say goodbye to ‘why’ and hello to ‘why not’. It’s time to seize summer by the beach balls.
It’s all about having a Positive Wardrobe Attitude. Choose outfits that make you feel ready to take on the world – maximum input from us, minimum effort for you – and accept all compliments with a knowing nod: ‘Thanks, it’s Boden.’
Take the plunge (neckline). Make a splash with confident colour and day-brightening prints. Whether you’re a toe-dipper or cannonballer by nature, now’s the time to JUMP IN.