Joe Fresh has launched a national television campaign and its latest look book in support of its new fall collection that includes classic items with a twist.
The effort includes 11 30-second brand spots that were shot with high-speed 35MM film and run in slow motion for what Jason Losser, creative director at Joe Fresh, called “moving portraits.”
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“The idea was to create a group of highly customized commercials that feature one person at a time and their unique style… but that work collectively as a group in presenting the fall line,” he said.
In the past, Joe Fresh has featured original music in its ads. This time around, the brand purchased the rights to David Bowie’s “Oh! You Pretty Things.”
“We chose David Bowie because he’s timeless. He’s a visionary. And his work is just as relevant today as it was when it first came out,” said Losser. “I mean, you can’t get any cooler than David Bowie.”
A series of 15-second ads focuses on specific clothing items found in the fall 2011 line.
A behind-the-scenes look at the commercial shoot is available on the Joe Fresh website. Viewers have the option of sharing the video on Facebook or Twitter.
Joe Fresh has also launched a print portion of the campaign that is running in both Canada and New York. ZenithOptimedia handled media planning and buying.
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The campaign was created in-house. The brand had previously worked with Toronto agency Bensimon Byrne, a relationship that ended in February. The agency still holds AOR status for the retailer’s parent company, Loblaw.
The retailer is readying for its New York City debut this fall with the opening of its Fifth Avenue location, a street that’s home to upscale fashion brands like Tiffany & Co., Versace, Hugo Boss and Prada.
“This new location, on one of the most important shopping streets in the world, will introduce the Joe Fresh brand to a new audience of savvy shoppers,” said Lucy van der Wal, senior vice-president, Joe Fresh Stand‐Alone Stores, in a release.
“We can’t wait to see the reaction from those new to the brand when they first see our style, feel our fabrics, try on our garments and be amazed by the value,” she said.
Joe Fresh first introduced its wares to New York shoppers earlier this summer with a temporary location in the trendy town of East Hampton.
The store, which closes its doors this weekend, showcased the brand’s summer collection that included polo shirts, silk summer dresses, bikinis and flip-flops.
Joe Fresh has been going strong since it launched in Canada just over four years ago with clothing for men and women. In 2008, it added a children’s line, lingerie and shortly after followed up with Joe Fresh Beauty, a cosmetic collection fashioned after high-end beauty lines.
By the end of the year Joe Fresh plans to have eight stand-alone locations in Canada and four in New York’s Tri-state area.
