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Sainsbury's "Clothes You Can’t Wait To Wear"

Client: Sainsbury's

Agency: AMV BBDO

AMV BBDO has created an integrated campaign to launch Sainsbury’s TU new summer collection, which broke on Wednesday

Sainsbury’s launched its TU clothing brand six and a half years ago, but this is the first move into true above the line fashion advertising, previous work having focused solely on price or promotions. The challenge was to reinforce the brand’s fashion and quality credentials, introduce new customers to the TU brand and make Sainsbury’s a destination for killer seasonal pieces, not just essentials.

Women love updating their wardrobes and getting hold of the latest looks, especially when the British winter is over and the first chinks of sunlight appear.  AMV BBDO’s  campaign shows these little moments; where women have found spots to relax in precious glimmers of sunshine in an otherwise dark and shadowy city.  The strap line used in the campaign, across TV, press and digital, is ‘clothes you can’t wait to wear’.

The TV ad shows a series of these key fashion pieces, each displayed in a different location around the city; be it hidden on a rooftop, with the model changing location to follow the path of the sun as it moves; basking in a solitary beam of light that has escaped round the side of a building; or a warm shaft of light that floods the table in the café window.

The campaign will run with a heavy TV weight, launching as a 40” spot, followed by a 30” cutdown and features the track ‘At last’ by Etta James.

The print executions are focused primarily on premium fashion titles such as Marie Claire, Cosmopolitan and Elle, and will run as dramatic full page spreads, followed by a consecutive full page.

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