M&S: School Uniform For Curious Minds
Task: Create a new Back To School campaign that showcases both M&S’ school uniform and daywear product.
Idea: Kids are inquisitive and always learning whether that’s at school, home or beyond.
We created a series of scenarios that reflect their curious minds and combined them with a specific product that’s suited to each activity to show how ‘kids being kids’ is the perfect match for M&S’ durable kids ranges
Execution: Alongside a Senior Art Director, we created the curious minds copy platform and scenarios to live across TVC, VOD, stills, print and radio.
AV Film
We used a variety of high energy scenarios and combined it with a custom soundscape to bring our kids larger-than-life personalities and imaginations to life.
Originally created for paid social, The Head of Marketing at M&S loved the paid social executions so much that she bought additional media for it to go on TV too, something that was previously out of scope.
The ad went live on TV for August Bank Holiday on Channel 4, ITV and more.
Social films were created around each different scenario and related product benefit for M&S’ Instagram, Facebook, TikTok and Youtube ads.
To show more of our inquisitive cast, we also interviewed them on a variety of different topics to share on social alongside the campaign launch.
Print & In-Store Ads
Radio Ad
I also created and directed the script for the BTS Radio ad.
And here are a few initial proactive OOH ideas that didn’t quite make it (due to budget) but were still loved…
