NEWS: CKT keeps fashion theme in Brintons drive

Brintons, the carpet manufacturer, has moved on its mould-breaking ‘clothing’ campaign in a new series of press ads through Cowan Kemsley Taylor.

Brintons, the carpet manufacturer, has moved on its mould-breaking

‘clothing’ campaign in a new series of press ads through Cowan Kemsley

Taylor.



The ads build on the previous campaign, which ran for more than three

years and featured models dressed in Vivienne Westwood-designed outfits

made from Brintons carpets. The latest ads are more abstract, with the

dresses forming the backdrop to certain scenes.



The first four executions show various activities in different rooms of

a house: two couples having dinner, children playing, a muddy boy coming

into the hall from the garden and a man playing the piano. In each

scenario, the carpet sweeps away from the foreground to become a dress

in a style appropriate to the picture.



‘We didn’t want to lose the strong image created by the ‘clothing’

campaign, but we needed to highlight the fact that the clothes are made

of carpet,’ Deborah Pullen, the account director on Brintons at CKT,

said.



Brintons wants to make consumers reassess the brand. It hopes to give

people the confidence to choose patterned carpets rather than ones with

safe, plain, neutral colours.



Pullen explained: ‘We wanted to show that you can live with design,

while keeping the same intrigue and innovation as the previous

campaign.’



The ads were written and art directed by CKT’s creative partner, Tim

Johnson, and photographed by David Stewart.



The campaign will branch out from women’s glossy magazines to include

home-interest titles and weekend supplements.



Pullen continued: ‘It would have been easy to carry on in the same vein

as the previous campaigns, but we wanted to make consumers sit up and

take notice.’



Media is being handled by New PHD.



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