M&S / Anything but ordinary

Since joining M&S to lead the in-house creative team with Anthony Cassidy (not on The Dots), the brand’s objective has been the same; to challenge perceptions around style and be more relevant to their vast audience. Having worked hard to evolve the visual language, we needed to land a campaign that enticed people to reconsider M&S. We went back to the founding principles of the brand; to bring quality, choice and style at a price anyone could afford. The collections and products are still driven by this with some incredible innovations and sustainability credentials. Their audience is what you’d consider the mainstream. But there is nothing middle of the road about this customer, rather a vast group of individuals, all with their own demands on the brand and their own sense of style. The customer, products and brand are, Anything but ordinary. We cast for individuals and brought their personality and self expression through in the art direction. The collections being worn and styled with personality, rather than as seen on the mannequins. All backed up with stories of what makes this coat, jeans, boots... anything but ordinary. This campaign recognises what people may think or say about the brand and asks them to reconsider, whilst not taking itself too seriously. Launched with a TVC and OOH campaign and rolled out across every channel.