BMP DDB adopts retro style for Oxfam

By JADE GARRETT, campaignlive.co.uk, Friday, 10 December 1999 12:00AM

BMP DDB has plundered the archives of Vogue, David Bailey and the BBC to put together a cinema, press and poster campaign for Oxfam which features glamorous fashion icons from the past three decades.

BMP DDB has plundered the archives of Vogue, David Bailey and the

BBC to put together a cinema, press and poster campaign for Oxfam which

features glamorous fashion icons from the past three decades.



Original photos and footage, including appearances by famous models such

as Twiggy and Jean Shrimpton, were selected for the campaign from

thousands of pictures spanning 30 years.



The photographs and footage appear as they were originally seen. All

that has been added is a sales tag from Oxfam which says: ’Now in.’



Sarah Shekleton, Oxfam’s trading marketing manager, said: ’Great

clothes, like great pictures, stand the test of time. Just because

something is second hand doesn’t diminish its style or quality. At Oxfam

you can find some fantastic clothes and make a real fashion statement

without spending a fortune.’



Everyone involved in the project has donated their services for

free.



These include BMP, David Bailey, Vogue, the BBC, BMP OMD, all the models

featured, media owners and the print and cinema production houses.



The national advertising campaign consists of six print ads, six poster

ads and a 30-second cinema commercial. The ads mirror Oxfam’s philosophy

of recycling fashion by selling second-hand clothes that can be put

together to create a modern look.



The campaign was devised by the copywriter, Patrick McClelland, and the

art director, Grant Parker. It breaks with national posters and cinema

on 15 December, which will closely be followed by the press

executions.



Oxfam’s last major advertising campaign for its clothing stores was

created by Leo Burnett in 1997.



This article was first published on campaignlive.co.uk

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