V by Very
St. Luke’s is very pleased to announce that our V by Very September Launch campaign is live!!
We were briefed to change the perception of V by Very’s fashion offering after a lot of work at Shop Direct internally to improve the quality of the range. We aimed for people to see a different side to Very and portray the multi-faceted life of the Very customer.
We have ended up with a campaign that we are proud of, with beautiful photography from Daniel Riera (who has shot for Dior & Uniqlo) and a vibrant, gorgeous advert shot by Riff Raff’s Ivana Bobic. Ivana took the helm to direct the 2 x 30” TVCS, 1 x 60” online film, mobile optimised films, social media teasers and digital out of home assets, all part of this autumn’s fully integrated fashion campaign. Her fashion credentials shown in work for Whistles and Mulberry, as well as her ability to bring the female insight to life, were a perfect fit for the brief.
The team have worked so hard through a mountain of deliverables, trying to shoot outdoors in the unpredictable British Summer weather and getting a dog to capture the perfect shot with a go-pro on its head…
The £1 million TV campaign had its first high profile spot during the Cold Feet Special, on ITV1 on Monday 5th September, followed by further high impact spots across the network for the rest of the month, and is part of an integrated £3 million campaign including two 30” films, bespoke fashion and lifestyle magazine cover wraps and gatefolds, as well as OOH, DOOH, VOD, digital takeovers, behind the scenes and social content.
Keep your eyes peeled to see our creative and Very’s latest Autumn Fashion everywhere!