Developed by the brand’s creative agency Grey London, with media planning by MediaCom, the new campaign breaks today (Tuesday, 7th April) with an initial three week burst, followed by sustained activity through the rest of the year.
Following comprehensive communications research, the latest phase of the marketing campaign will see each of the five creative executions capture the moment when a particular item of clothing makes a woman feel confident and how Look is the magazine that gives women these moments.
Look senior marketing manager Tara Steadman says: “Grey created a fantastic campaign with the initial ‘Have It All’ activity. In this next phase we really wanted to build on that success by creating a campaign that emphasised that very personal but universal connection women have with a much coveted dress or bag. This campaign delivers on that beautifully.”
Each ten second advert in the ‘That’s My Look’ campaign underlines the very personal relationship that women have with a perfectly chosen item that complements their own unique look. The campaign’s five creative executions include: Summer Dress, Killer Heels, Perfect Jeans, Handbag and Party Dress.
Chris Hirst, managing director of Grey London, adds: “A challenging brief has led to five beautifully shot ads that visualise women’s emotional attachment to their favourite fashion items. We are thrilled with the final result and believe these category breaking ads will have great standout and build on last year’s campaign driving Look to an even stronger market leader position.”
The campaign follows hot on the heels of Look’s inaugural Fashion Swap event earlier this year. According to the publisher, the event saw Look open a boutique in the heart of London’s Carnaby St area, attracting well over 1,300 bargain-hungry Look readers across the weekend who swapped over 14,000 fashion items.
Tara adds: “So far this year we’ve delivered real innovation in our first live Fashion Swap event, and there’s much more innovation to come in the months ahead!”
