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ADVERTISING CAMPAIGNS

Afred Dunhill 'Home'

Agency: VCCP

Client: dunhill

VCCP has created a press and poster campaign to launch dunhill home.

The campaign will break in leading men's glossy titles, Sunday supplement and a number of luxury titles on September 8.

dunhill is launching three private members clubs the around the world and the experience will be reflective of dunhill's true British heritage.  Selected customers will be invited to join the exclusive clubs.

In addition to the flag ship store, the club will feature a dining room, a games room, a screening room, a barbers and the original Bourdon house cellar. The club will keep two customised Bentleys on hand for use by its customers. Owned by Cie.

Financière Richemont SA, the dunhill club in Bourdon House on Davies Street will be known as 'the London Home of Alfred Dunhill'.

dunhill, has already launched the 'home' club in Tokyo, and plans to open another 'home' in Shanghai, also in September.

Creatively the ads are all in dunhill's famous black and white livery with additional colour to add emphasis and drama.  Set against the customary black background the visuals communicate the new services available from dunhill home subtly combined with dunhill's existing offerings.

One execution shows a mannequin with a towel wrapped around the waist, another red, white and blue cotton reel (reflective of a barber's pole), a further one with a green olive skewered by a threaded needle placed inside a cocktail glass, and a leather wine rack.  

Accompanying copy lists the facilities available at dunhill home.

There are 198 dunhill stores around the world, including one in the U.S. on New York's Madison Avenue.

AJR
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