TBWA unveils debut work for Liberty

TBWA GGT Simons Palmer launches its first work for Liberty next week, with a pounds 1 million campaign designed to re-energise the brand.

TBWA GGT Simons Palmer launches its first work for Liberty next

week, with a pounds 1 million campaign designed to re-energise the

brand.



Using the line, ’feel at Liberty’, a series of posters, press ads and

postcards show a woman enjoying the sensuous delights of a variety of

the shop’s fabrics and fashions.



In one execution, she is languishing in a pile of cushions; in others,

she is hugging a chair and caressing a piece of silk. All the ads

feature Liberty’s website address.



Michele Jobling, managing director of Liberty, said: ’The new campaign

meets the brief perfectly. We are inviting customers to ’feel at

Liberty’ to try a number of new initiatives, including our ready-to-wear

ladies collection, accessing our e-commerce website and sending for our

new mail-order catalogue.’



The ads were written by Trevor Beattie and art directed by Bil Bungay

and Nick Hine, with photography by Zanna. Media buying is through New

PHD Compass.



TBWA landed the Liberty account in April after a pitch against J. Walter

Thompson. The account was previously held by Bean Andrews Norways

Cramphorn.



A TBWA spokesperson said: ’The aim of the campaign is to invite

consumers to embark on a voyage of discovery that encourages

self-expression through an exploration of design, texture and colour

that will charm the senses and provide the consumer with a ’total

sensory stimulation’, thus substantiating the new endline, ’feel at

Liberty’.’



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