On 2nd April BBH’s first brand campaign for Matalan launchds in the UK. The print and television campaign, based on the idea of ‘Feel Good Fashion’, launched with a 60-second film called “Forever Spring”.
“Forever Spring” showcases Matalan's Spring collection, using a film technique that turns an everyday park scene into an infinite catwalk. Each character's actions are interlinked so that not only do they interact with each other, in some cases, they interact with their future selves.
The scene is a perfect Spring day that could go on forever. The film was directed by Scott Lyon from Outsider Films. ‘Plage’ by Crystal Fighters beautifully scores the film and customers can download the track for free at www.Matalan.co.uk.
“Matalan liberates its customers to feel fantastic about what they are buying and that is what we want to capture in the advertising. The feeling of liberation, the joy and the pleasure is what is seen in the advertising. It’s something that is really important and that’s what the idea of ‘Feel Good Fashion’ is all about,” said Jonathan Bottomley, Head of Strategy at BBH.
“We wanted to break with the conventions set by modern fashion brands and create something that's unique for Matalan. We set out to make a fashion film that not only stands out, but gives the audience something new to spot each time they view it,” said Richard McGrann and Andy Clough, Creatives at BBH.
The campaign consists of a second film that will air in the summer and a national print campaign, running from May.