Arkwright, the agency set up by the former HHCL & Partners
creatives Jim Bolton and Chas Bayfield, has created two characters
called Chunky and Stretch for a poster and direct mail campaign for the
outsized men's clothing chain High and Mighty.
The posters show the two friends poking fun at each others' size. In
one, the two are shown running along a country lane. The copy says,
"Looking good Chunky, looking good", with the shorter of the two men
replying, "likewise Stretch, likewise". The strapline is: "High and
Mighty. Small clothes we do not do."
The campaign launches on 26 November and comes as the chain seeks to
raise its awareness among consumers on the high street. Bolton said: "We
wanted to make High and Mighty look like a regular high-street store,
not a freak shop."
The spots were created by Bayfield and Bolton, who recently won the
account in conjunction with Cartwright Advertising, which was set up in
September by the former beeb.com marketer David Atter.
The photographer was Mark Guthrie and the typography and design was by
Dave Jenner. Media planning and buying is by Cartwright.
The chain previously handled all advertising in-house, but changed its
strategy after the appointment of Gary Coleman to the post of senior
marketing and business development manager in April.
