Show Media won a highly competitive pitch to become the agency to re-imagine the advertising and marketing for L.K.Bennett. Responding to a brief from CEO Robert Bensoussan (the man who transformed Jimmy Choo) to create something different and explore the possibility of working not with models, but with women who reflected his customer, Show Media came up with the ‘Life is the Occasion’ platform.
Now into its third season, the ads for L.K.Bennett feature professional women who reflect the types of customer the brand has. The casting process for the ad campaign has been rolled out to include social media and live castings at L.K.Bennett stores. New for Autumn/Winter 2011 is L.K.Bennett's 'Desk To Dinner' campaign, created with Show Media to highlight the versatility inherent in the brand's collections.
As well as the ads, Show Media has created promotional films and a new look and feel for the company’s brochures, window displays, swing tickets, point of sale material and web content. You can watch the Autumn/Winter campaign video on the player to the left and click here to visit L.K.Bennett's 'Life Is The Occasion' video channel on YouTube to see more about the brand and their amazing real women.
The campaign has had a dramatic effect on the PR stories the brand can now access. Most importantly, it has given L.K.Bennett a point of difference. Show Media is now working on the strategic development of the idea and looking at how it can be integrated with new product development. A good example of this is the spin-off campaign for the ‘Anna’ bag, using Anna Dawson, the 26-year-old geophysicist who was featured in the first ad campaign.
Images: from the Autumn/Winter 2011 'Life Is The Occasion' campaign and, bottom, the 'Desk To Dinner' campaign
Monday, August 23, 2010 at 3:59PM
