Mother taps Brazilian spirit for Selfridges

Selfridges & Co is showcasing Brazilian music and fashion with a campaign by Mother.

The work breaks in stores this week and will run until the end of the month. The campaign aims to bring the extravagant, vibrant spirit of Brazil to life in a striking way.

The in-store promotion will be backed by a print campaign. Mother has created four executions, each of which captures an element of Brazilian life that appears to be melting off the page.

One of the ads pictures people swimming in the sea. The water at the bottom of the image has been distorted, giving the impression it is disappearing because of the intense heat. Another version features a man biting into a piece of corn. The endline reads: "Brasil 40 0. Feel the heat. 5-31 de Maio at Selfridges & Co."

The ads were written and art directed by Peter Robertson and Susan Hosking, with photography by Jamie Brisick.

Weekend supplements, listings titles such as Time Out and style magazines will be the focus for the press work.

Media, which was planned by Naked and bought by MediaCom, includes the press ads, ambient in-store activity and six-, 12- and 48-sheet posters. The campaign will also be supported by a radio promotion and bus-side ads, which will be focused around Selfridges' London, Birmingham and Manchester department stores.

James Bidwell, the marketing director at Selfridges, said: "The event will be a celebration of the passionate approach to life and the state of mind that is unique to the Brazilian nation.

"There is a huge amount of creativity and energy in Brazil at the moment and Mother's ad campaign has really tapped into that spirit."

Claydon Heely Jones Mason is devising direct marketing to accompany Mother's above-the-line work.

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