When tasked with launching Superdry’s holiday season campaign, specifically to engage millennials, we decided to take the brand in an entirely new direction. The competitor fashion scene is cluttered with branded content of a certain style - beaches, sunsets, lens fares & washed out color palettes. To stand out, we focused on our audience’s actual interests, and where the real adventure starts for them…. the night.
The launch film follows a group of millennials embracing the night – on side streets, at unplanned parties and impromptu fireworks on the beach. Whilst the wider campaign, brings together film, photography, GIFs & moving image with the hashtag #TheNightIsYoung - taking style cues and direction from the very audience we’re targeting and the way they consume social media.
Launching with a series of online films, ‘The Night is Young’ is a fully integrated campaign, rolling out across social, ecommerce, PR & bespoke influencer activation.
The campaign went live on 21st May, the film has already hit over 1.2M views, with more results coming soon.