Oxfam ads showcase vintage clothes

Oxfam is positioning itself as a fashion brand through a new ad campaign for its expanding vintage clothing offering.

The campaign includes an online film to run alongside print ads, shot by fashion photographer Robert Erdmann and created by RKCR/Y&R.

The series of styled ads feature unique vintage outfits from Oxfam shops. Themed around the style of the 1940s, 1950s and 1960s, the ads have been designed to tell the stories behind the clothes.

The creative director on the campaign is Mark Roalfe, with art direction by Dan Hubert, copy by Amber Casey, and the Great Guns production company.

Earlier this year Oxfam launched the UK's first online vintage charity shop.

Sarah Farquhar, Oxfam's head of retail, said: "These new ads show that fabulous looks can easily be achieved by dressing from Oxfam – with the knowledge that a vintage outfit will not only be a complete one-off, but supports sustainability and raises money to overcome poverty and suffering."

Mark Roalfe, chairman of advertising agency RKCR/Y&R, said "Oxfam are already vintage experts with fantastic credibility and so for us, the challenge of positioning them as a credible, authoritative retailer for vintage clothes was a relatively easy one."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).