BBH’s Selfridges campaign to reflect life in the capital

Bartle Bogle Hegarty is set to unveil a relaunch campaign for Selfridges, its first major work since winning the account in May last year.

Bartle Bogle Hegarty is set to unveil a relaunch campaign for

Selfridges, its first major work since winning the account in May last

year.



The advertising is intended to give the store a more contemporary look

and position it as an integral part of London life via the endline:

’It’s worth living in London.’



The first executions feature witty observations on country life in four

print ads: ’car boot sale’, ’picnic’, ’village disco’ and

’ramblers’.



Three radio commercials will run simultaneously. The first work breaks

on 3 February and a second wave of print work is planned for the

summer.



The media schedule, which is planned and bought by Motive, is designed

to intrude into Londoners’ daily lives with a consistent presence in

what Motive calls ’social’ London media.



The print campaign, which will be supported by monthly listings

information, was art directed by Adam Scholes and written by Hugh Todd

with photography by Graham Cornthwaite.



Nick Cross, the marketing director of Selfridges, commented: ’The

campaign is all about highlighting our role and commitment to life in

the city.



It goes back to the roots of the Selfridges brand.’



The print campaign was art directed by Adam Scholes and written by Hugh

Todd with photography by Graham Cornthwaite. It will be supported by

monthly listings information which will appear in the press and on

underground trains with the aim of highlighting in-store events over the

following four weeks.