Anything but ordinary

When you say Marks and Spencer most people think of knickers and bras. When creating the ‘Anything but ordinary’ platform, this category was always front of mind. As market leaders M&S have a responsibility to represent women in the right way and genuinely celebrate body confidence, and this platform proved the perfect vehicle for that.
I grew up with unrealistic images of what a woman should look like surrounding me. As a young art director I was pressured to ‘stretch legs by 10%’ and to remove imperfections. The casting briefs were all too often, superficial. Objectifying women. Requesting a hair colour, skin colour, a certain height. The casting process for this project was anything but that. These women brought the truest expression of themselves to set making it a thoroughly enjoyable experience and I think it shows in the results. Winning back no.1 spot as market leader in the category was an achievement. But, way more important than that was knowing these projects made a difference. Hearing and reading comments from the women we were catering for, that the campaigns resonated - made them relate and feel good about themselves… this is by far, the biggest reward.