BMP DDB has plundered the archives of Vogue, David Bailey and the
BBC to put together a cinema, press and poster campaign for Oxfam which
features glamorous fashion icons from the past three decades.
Original photos and footage, including appearances by famous models such
as Twiggy and Jean Shrimpton, were selected for the campaign from
thousands of pictures spanning 30 years.
The photographs and footage appear as they were originally seen. All
that has been added is a sales tag from Oxfam which says: ’Now in.’
Sarah Shekleton, Oxfam’s trading marketing manager, said: ’Great
clothes, like great pictures, stand the test of time. Just because
something is second hand doesn’t diminish its style or quality. At Oxfam
you can find some fantastic clothes and make a real fashion statement
without spending a fortune.’
Everyone involved in the project has donated their services for
These include BMP, David Bailey, Vogue, the BBC, BMP OMD, all the models
featured, media owners and the print and cinema production houses.
The national advertising campaign consists of six print ads, six poster
ads and a 30-second cinema commercial. The ads mirror Oxfam’s philosophy
of recycling fashion by selling second-hand clothes that can be put
together to create a modern look.
The campaign was devised by the copywriter, Patrick McClelland, and the
art director, Grant Parker. It breaks with national posters and cinema
on 15 December, which will closely be followed by the press
Oxfam’s last major advertising campaign for its clothing stores was
created by Leo Burnett in 1997.