- The campaign was developed, art directed and produced by ODD and includes print, retail, film, digital and social media activation. Where previous campaigns have focused on singular characters that embody the brand, the new strategic platform of #WORNDIFFERENT brings together a group of characters to communicate a powerful message of diversity. The result is a campaign that embodies the reality of the brand today: not only worn by subcultures, but adopted by a diverse group of wearers united by individuality and self-expression. The core execution was captured in a warehouse setting, referencing Dr. Martens industrial roots. A cast of 29 individuals who reflect the brand’s audience groups, showcase the diversity of the 600+ different products that Dr. Martens sell today. The multi-channel campaign will drive consumers to a specially-designed and immersive online ‘hub’ hosted on drmartens.com, which will not only provide a rich selection of content to explore but in a brand first, will make it shoppable – streamlining the path to purchase. To complement the brand activity and provide assets that can be utilised across Dr. Martens own channels and its wholesale portfolio, ODD created a series of still life ‘Product Stories’; all of which are designed to reinforce the core brand identifiers of diversity and rebellious self expression. Darren Campbell, Global VP Product & Marketing, Dr. Martens said: “Dr. Martens has always sought to champion individuality and self-expression. This campaign harnesses the power of a collective group to reflect our commitment to inclusivity and diversity – shown through our product range and the people who wear it.” Nick Stickland, Co-Founder and Executive Creative Director, ODD said: “The Dr. Martens wearer continues to inspire us day in day out. In bringing together a diverse cast who embody the individualism of the brand, we hope to continue to demonstrate its relevance to an ever evolving and broader set of consumers.”
- Forever 21 appointed ODD as its strategic and creative agency partner in 2013. One of the first briefs we were tasked with involved creating standout for the brand at Coachella, the annual music and arts festival in California. Ambition As a brand rooted in Californian heritage, Forever 21 is the rightful partner of Coachella. This year, the brand wanted to deepen its alignment with the festival and host a party with a difference, setting it apart from competitors and creating high levels of consumer engagement. The ODD Solution We proposed a unique concept: A Party in the Sky that would literally elevate Forever 21 above the competition (and the Palm Springs skyline) for aerial brand exposure to provide a memorable party with huge appeal. An incredible Palm Springs venue was secured ahead of H&M and Phillip Lim, moments away from the airport and main road en route to Coachella, with comprehensive on site facilities and striking, spacious aesthetic. Enter, #Cranechella. With the highest buildings in the vicinity reaching only 15ft high, we raised the Forever 21 logo to 60ft above ground, whilst projecting the brand name onto the venue roof during darkness to maximize visibility. Headline act Azealia Banks performed 100ft in the air, and VIPs partied in true Palm Springs style at 20ft. Beautiful Effectiveness Drawn in by dramatic aesthetics, guests queued around the block to gain entry and consumer engagement escalated, with #Cranechella trending on Twitter. Forever 21’s Marketing Director agreed with the awestruck attendees, saying: “Party in the Sky is definitely going down in the books as one of the best!” 200% guest attendance versus 2013 1.3m Instagram loves 3,200 #Cranechella-related tags on Twitter
- Ambition River Island recognised the fashion landscape was becoming increasingly democratised and tasked ODD with developing a stronger and more differentiating campaign message, which embodied the brand’s values and personality. The ODD Solution Despite long-term shifts in behaviour and attitudes towards identity and self-expression, particularly amongst Gen-Z, the fashion industry at large still advocates certain ideals and behaviours. Fashion is a means by which individuals can reflect their multi-dimensional sense of self – from tailored, to tom-boy and pretty to preppy. As the late great Alexander McQueen once said, “Fashion should be a form of escapism, not a form of imprisonment”. Whereas previous campaigns had been product or season specific, ODD’s strategy was to tackle the concept of identity and self-expression head on, by challenging and reframing the unspoken rules which prevent and restrain us. The campaign seeks to encourage, celebrate and give people the confidence to express their individuality and have fun with fashion. The art direction embraces multiple identities and looks, while the social activation features a series of influencers taking a specific fashion trend, subverting it and making it their own. Beautiful Effectiveness The campaign is live so results are pending but initial results of River Island’s target-market research show that the campaign has had a positive impact across all key brand metrics; including brand perception, consideration and fit.
- Ambition Levi Strauss & Co. approached us in late 2015 to help them with a Pan-European campaign that would drive consideration and ultimately sales amongst their style-seeking 18-24 year old target demographic. Specifically, the campaign needed to translate the overarching brand campaign, ‘We are 501’, into something that was not only locally relevant, but engaging & disruptive. But the category is cluttered with both denim specialists and fashion generalists competing with similar products and hugely different price points. To add to this challenge, the target audience do not, despite its rich heritage, associate the Levi’s 501 as a style icon, instead they see it as an expensive alternative. The ODD Solution The 501 jean has been a blank canvas for style and self-expression since its inception in 1873. So to bring this to life, while staying true to the brand campaign, we developed ‘501 Ways to Wear’. At the heart of the campaign was an interactive digital flipbook, which incorporated bespoke technology to enable users to explore and navigate different ways to wear the iconic product. Shot as an endless interactive catwalk, a cast of hand-picked Pan-European influencers took up the mantle of some of the biggest style icons of the last 150 years to demonstrate: one iconic pair of jeans, 501 endless style stories. The campaign was supported by teaser films featuring the key influencers in each city, offering fans a chance to learn more about their 501 style and passions. Beautiful Effectiveness The fully integrated campaign saw the content captured for the desktop and mobile platform run in-store, form the backbone of the digital advertising, and be seeded across each of the influencer’s own networks. The app itself achieved a reach of over 25 million, with over 43K unique users. 25m+ estimated total reach 43K unique users 11% of users returned for more
- Ambition We were thrilled to be appointed to work with MR PORTER on their SS’16 campaign, not least because the brand has historically never worked with external creative agencies. We were tasked with developing an integrated campaign that would bring the experience of shopping on mrporter.com to life and in so doing, make it the first port of call for men across the globe, looking for style solutions. The ODD Solution Our strategy was not to change what the brand was saying, but how it was saying it. We did this by bringing the shopping experience to the fore, delivering more product and service information, whilst retaining MR PORTER’s aspirational messaging. As such, the creative seeks to celebrate the characteristics and services that make MR PORTER truly unique and a cut above the rest. These virtues have been brought to life with the subtle charm and wit that lies at the heart of the MR PORTER brand. The campaign targets affluent 25-44 year old men across sectors including art & design, luxury travel and tech. The digital programmatic element of the campaign helped to ensure that MR PORTER achieved its primary objective of customer acquisition – by targeting new customers with the right message, at the right time, in the right format. The message itself flexed according to the moment, format and customer profile, but MR PORTER’s ‘effortlessly stylish’ brand message was pushed around contextually relevant moments, including the brand’s anniversary on 18th February, BADA Antiques & Fine Art Fair and the London Marathon. Beautiful Effectiveness The results indicate that the digitally-led campaign has delivered a positive rate of customer acquisition across the UK and US (key markets). 18.2m impressions across digital £6.92 CPD for a single media unit 1.09% average CTR in a week*
- Ambition Faced with an increasingly competitive environment from supermarket rivals, the high street and online players, F&F approached ODD in 2016 with a challenge: develop a new strategic and creative direction that would deliver a measurable step-change by differentiating it from the competition and elevating its fashion credentials. The ODD Solution F&F represents the fun part of the supermarket shop. The aisle is the place where kaftans and flip-flops can break up the humdrum of the shopping list. And it’s where ‘accidental’ dresses get bought when customers only popped out for milk. The TV ad at the campaign’s heart takes the form of a fashion shoot for the brand’s SS’17 range, set against the backdrop of brightly coloured supermarket shelves. ’Supermarket Woman’, celebrates the fact that F&F clothing is found in Tesco’s shopping aisles. Playful end lines such as “I only popped in for some ice cream” highlight the value and convenience aspects of the F&F brand. Designed to appeal to women who love fashion, are confident in their taste and haven’t forgotten fashion’s fun side, the campaign comprises TV, digital, print, out of home and an always-on social strategy. Beautiful Effectiveness The campaign went live in April, so full results are pending. However, recent focus groups indicate that the new brand creative direction has had a positive impact on F&F’s key objectives of driving consideration amongst lapsed and new consumers.
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Projects credited in
- The brief was to develop an integrated campaign that would bring the experience of shopping on mrporter.com to life, highlighting it as the first choice for men across the globe looking for style solutions. The solution was not to change what the brand was saying, but how it was saying it. This was done by bringing the shopping experience to the fore, delivering more product and service information, whilst retaining Mr Porter’s aspirational messaging. The creative celebrated the characteristic
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