15 hours ago | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
Jul 31, 2015
It’s a rosy-cheeked, beautifully backdropped campaign that looks like it must have been inspired by Enid Blyton’s Famous Five children’s book series.
It follows a group of young pioneers through the Scottish Highlands as they trek to the summit of a mountain stopping along the way for a picnic and running past a landscape of heathers, lichens, mountains and lakes. These are the colours which inspired the collection’s palette.
The stunning adverts invoke a sense of youthful adventure and were shot by photographer and filmmaker Elaine Constantine, working with Alasdhair Willis who conjured the nostalgic creative direction.
However one of the most interesting elements of the campaign is how it captures an otherworldly – almost too perfect view – of the Scottish Highlands. That unearthly feel comes from the fact they are in fact not exactly from this earth and were given a magical touch at the hands of digital artist Thomas Traum. A modern treatment of the landscape was created through the use of CGI which blurred the digital renders and photography into one.
A cute touch that one might not catch on first glance is also the way the stormy clouds can be seen rolling in closer with each of the four images.
This campaign is subtly linked to the brand’s London Fashion Week show, which saw the Scottish glens reappropriated as metal waterfalls cutting through the runway.
CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.