Asos unveils new multi-territory advertising campaign
Online fashion retailer has embarked on a new broad reach, multi-territory advertising campaign.
Aimed at twenty-something female shoppers, the three-month range of activity will run across video-on-demand, social and programmatic channels in the UK, France and US.
The campaign is centred around an advert showing style lives being lived in different contexts and countries. Celebrating how fashion inspiration comes from everywhere, it aims to communicate how relevant and inspirational Asos can be during the key peak shopping period.
Directed by Ricky Saiz, the ad represents a renewed interpretation of the Asos’ founding idea of ‘As Seen On Screen’ fashion inspiration. People featured in the ad include influencers such as up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow.
Developed by Asos Creative Lab, The Sunshine Company, Byte London, Good Culture and Smuggler Productions, the campaign content was co-created by the influencers, all of whom submitted self-filmed footage for inclusion in the 150 social assets.
John Mooney, global brand creative director at Asos said: “It’s incredibly exciting to be launching this new advertising. It’s smartly planned, targeted and timed, and the creative embodies Asos’ belief that inspiration comes from everywhere, no matter who or where you are, while positioning the brand as a creator, curator and champion of style. The screens have changed, but at our core we’re still about as seen on screen.”
