Tue, 10 Aug 2021 11:22:55 GMT
Very has launched a back-to-school advertising campaign aimed at both parents of school-age children as well as the kids themselves. The campaign aims to make Very the retailer of choice for all things in the lead up to back to school by showcasing the hugely positive impact that feeling comfortable and confident in their schoolwear has on kids’ self-belief.
A cinema and online / VOD film called Throne references a relatable insight into the everyday life of school children. Every school bus has a hierarchy – the further you get towards the back, the cooler and more confident you are to your peers.
This film tells the story of Nicholas, a young kid so filled with confidence from his new look that he laughs in the face of the traditional bus hierarchy and makes his move on the first day of school. He confidently eyes the empty back seat and decides to stride up the aisle to take the coveted place. Other kids look at him both puzzled and in awe of his bravery. As he walks slowly towards the backseat, Stormzy’s track Big for Your Boots starts playing, and the kid imagines he is walking towards a royal throne for a coronation. But when he sits on the prized throne, he is awakened from his royal reverie by the queen of the back seat who looks down and suggests he moves. Knowing he’s tried is luck, he gives up the throne, walking back down the bus so the ‘queen’ can take the backseat.
The humorous ad, created by Grey London, seeks to forge a strong connection with school kids and build Very’s credentials as a lifestyle brand. The campaign forms part of a drive to encourage shoppers to reappraise Very and make it a household name.
A 30-second version of the film is running on video on demand channels, with a 40-second cut screening in cinemas. In addition, the film is running on YouTube pre-rolls with skippable 20-second and six-second versions. In partnership with Global, some cinemas will also feature bespoke interactive installations to bring the Throne to life.
Carly O’Brien, chief marketing Officer at Very, said: “Children are excited to return to the classroom. As a brand, we’re focussing on empowering kids to feel great about themselves. Back to school this year is a big moment for kids and parents alike, which is why we wanted a campaign that resonated with both audiences. And we feel the insight of ‘earning your place on the throne’ does just that, in a fun and relatable way.”
There is also an Out of Home component to the campaign, using six-sheet and 48-sheet posters. Championing Very’s charity partner Coram Beanstalk, this will be another OOH first for the brand. From the 23rd August, in Liverpool, Bristol, and London’s Tower Hamlets, the OOH locations will be embedding Very products into the OOH Bus Shelter units to showcase the true quality of the back to school range and when consumers buy selected school items, a £1 donation* from each product sale will go to the children’s literacy charity, Coram Beanstalk. Surrounding these will be vinyl wraps on the shelters to create a truly immersive experience.
In addition, the ad campaign will be reflected in a one-day pop up on the South Bank on 17th August, extending the empowering sentiment through earned channels, to include families who would otherwise struggle to provide new school supplies for their kids.
The pick-up station will help alleviate pressures, offering brand-new school essentials free of charge to those in need, where youngsters are celebrated, empowered, and given the tools to succeed.Open for all to drop-in, the event will be hosted by celebrity stylist Lou Teasdale and supported by former Love Islander and Team GB basketball star Ovie Soko, who will host a basketball challenge where kids can win additional prizes. Great British Sewing Bee winner Juliet Uzor will also be on hand to show kids and parents how to upcycle preloved uniforms to ensure everyone is feeling stylish and confident when September comes around.
As part of Very’s partnership with Global, Heart DJ Dev Griffin and Capital XTRA’s Yinka Bokinni will be keeping attendees entertained with DJ sets from the pop-up.
Carly O’Brien added: “We know how challenging the costs around uniforms and school supplies can be, so we wanted to help alleviate the pressure on families to make sure that kids feel energised for the school year ahead. As an organisation, we’re committed to helping to reduce uniform poverty, and we will continue to look at ways to support families in the coming years to ensure no children are held back by uniform worries.”
The ad campaign runs until 4th September.
* Buy selected school items and a £1 donation from each product sale will go to the children’s literacy charity, Coram Beanstalk, Very’s charity partner.
Client: The Very Group
Chief Marketing Officer: Carly O’Brien
Head of Brand & Customer: Katrina Ward-Smith
Senior Brand & Growth Marketing Lead: Joseph Howman
Brand Manager: Zoë Redmond
Brand Executive: Hannah Witherspoon
Brand Executive: Louise King
Creative Agency: Grey London
CCO & President: Laura Jordan Bambach
Global Creative Partner: Javier Campopiano
Group CDs & Writers: Matt Moreland and Chris Clarke
Agency Planner: Annalisa Roy
Managing Partner: Nathan Gainford
Business Director: Beatrice Clarke
Account Director: Charlie Pullan
Agency Senior Producer: Maxine Borkett
Agency Assistant Producer: Alicia Cordell
Production Company: Blink
Production Company Producer: Fran Thompson
Production Company Executive Producer: Patrick Craig
Directors: The Bobbsey Twins
D.O.P.: Nanu Segal
Post Producer: Angela Hart @Stitch Editing
Editor: Leo King @Stitch Editing
Colourist: George K @Black Kite
Post Producer: Phil Whalley @Black Kite
VFX Artist: Hugo Saunders @Black Kite
Lead sound engineer: Munzie Thind @Grand Central
PR Agency: W Communications
Board Director: Nadia Hamed
Business Director: Laura Crompton
Production: Emma Thomas
Senior Account Executive: Jade Jones
Assistant Account Executive: Jessica Brian-Boys
Media Agency: Dentsu
Managing Partner: Kate McAllister
Business Director: Katie Braddon
Account Directors: Vanessa Scott & Romano Basdeo
Account Manager: Niamh Flynn
Genres: Comedy, People, Storytelling, Dialogue
Categories: Online retailers, Retail and RestaurantsGrey, Tue, 10 Aug 2021 11:22:55 GMT