M&B reveals first work for New Look

Michaelides & Bednash has produced its first work for the fashion retailer New Look since winning the account in February.

M&B has worked with 4creative to deliver an integrated campaign designed to promote the opening of New Look's flagship store on Oxford Street. It also aims to encourage Londoners to reappraise the brand.

The campaign consists of four creative executions shot by the fashion photographer Hanspeter Schneider. Each execution features Oxford Street symbols: a golf sale sign holder, a taxi driver, a bus conductor and a road sweeper who have had a makeover and become more glamorous.

The creative idea hinges on the idea that the store brings sexiness and glamour to Oxford Street. It marks a change in direction for the brand, which has built its reputation as an accessible discount retailer but is trying to build a more fashionable image.

With 500 stores, New Look is the UK's second-biggest women's fashion retailer behind Marks & Spencer.

It has reported an improved recent trading performance with sales up 7 per cent in the seven weeks to 12 July and has ambitions to challenge M&S's hold on the market.

Graham Bednash, a managing partner at M&B, said: "This is one of those campaigns where literally everything communicates. It has to work just as well on a bag as on a poster site."

Media planning and buying was through John Ayling & Associates. 4creative's Tom Tagholm was the copywriter and art director.

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