Anything but ordinary

M&S, perceived as ‘Out of touch’, ‘Too old for me’, ‘Boring’, ‘Beige’. We needed to ‘stop people in their tracks’ and provoke them to reconsider the brand. We developed a new creative platform, ‘Anything but ordinary’ honouring the founding principles of the household name; to bring quality, choice and style at a price that most can afford. Their products, still driven by this purpose are packed with innovation and sustainable materials. Made for the ‘mainstream’, there is nothing middle of the road about this audience – rather – a vast group of individuals, all with their own needs and their own sense of style. The customer, products and brand are, ‘Anything but ordinary’. A platform to amplify product stories and style credentials alike. We cast for individuals and brought their personality and self expression through in the art direction. The collections being worn and styled with personality, and a sense of humour, rather than as seen on the mannequins. Launching on TV and OOH sites across the country it has been hailed a changing point for the brand.