After appointing iris as its lead creative agency, Superdry has launched its holiday season campaign – focused on re-establishing the brand with a millennial audience.  

In a new direction for the brand, in launching its spring/summer range Superdry is focusing on where the real adventure starts for young people… at night. 

‘The Night is Young’ features a series of online films shot across multiple mediums, created by Courtney Philips, a renowned director who rejected the usual ubiquitous shots of beaches and sunsets that so frequently crop up in campaigns aimed at a younger audience. 

The film follows a group of millennials embracing the night – with a cheeky irreverence and spontaneity that only this generation can get away with. This is in line with Superdry’s goal to be more relevant, interesting and exciting and drive brand preference amongst this market. 

The films form part of a wider integrated campaign bringing together film, photography, GIFs and moving image with the hashtag #TheNightIsYoung – with the whole campaign taking style cues and direction from the very audience it is targeting and the way it consumes social media. 

Content will be delivered across social, ecommerce, PR and bespoke influencer activation. The campaign will run for 4 weeks from 21st May to mid June. 

Hugo Adams, Marketing Director, Superdry, commented: “We’re really excited to be working with iris. They’ve challenged us with fresh creative thinking which will help us evolve the brand in a credible, relevant way."

Amy Bryson, Managing Partner, iris, said: “Superdry is an iconic British brand with a fascinating story. We’re delighted to be working with them as they continue to grow and use our unique mix of cultural and creative insight to target a younger audience."