Re-Fashion, the sustainable fashion brand selling a mix of brand-new surplus clothes, pre-loved and thrifted items online, has appointed Art of the Possible as its creative agency of record following a three-way competitive pitch.

Art of the Possible will now partner with Re-Fashion on its social, influencer, PR and content activity, as well as the launch of a new website, with the ultimate aim of growing reach and engagement amongst an audience of fashion lovers and those who care about sustainability issues.

Founded in 2018, Re-Fashion believes the future of fashion is circular, and wants to eliminate clothes waste, for good. In 2020, the brand launched its first take-back scheme with a fashion retailer – Very – in order to reduce clothes waste and fashion items being sent to landfill.

The appointment is the latest success for the growing independent agency Art of the Possible, which has picked up the B2B Marketing Awards Grand Prix and two Davey Awards, won new clients including Malfy Gin and Plymouth Gin, and relaunched its website and social channels in the last year.

Steve Lyons, Co-Founder, Re-Fashion, said: “Art of the Possible took the time to dive into our business without being asked. The insight, passion, and impactful creative stood out against their industry peers. We’re really excited to start this long-term partnership and see where we can take our brand.”

Kat Patterson, Managing Director, Art of the Possible, added: “It’s incredible to be working with Re-Fashion, from both a personal and professional perspective, as we have to do more to help this planet. And even better, the team are incredibly smart, passionate, and brave – up for trying new things and really changing the game. It’s quite rare in this day and age to find clients like that!”

The post Sustainable fashion site Re-Fashion appoints Art of the Possible as creative agency of record as it seeks to eliminate clothing waste for good appeared first on IPM Bitesize.

ghd and creative agency Southpaw have launched the styling brand’s 15th annual ‘Pink’ campaign, in partnership with cancer charities worldwide.

This year’s emotive campaign features tattoo artist David Allen, who has spent 10 years working with breast cancer survivors to create tattoos that conceal mastectomy scars. The work will feature women who have had mastectomy tattoos by David, and how having these artworks has made them feel – with the tagline: ‘My tattoo, my story’.

David’s designs have been displayed at MoMa in New York – and appear on this year’s limited edition ghd platinum+ and ghd gold® styler. As part of the campaign, £10 from every styler sold will go to cancer charities around the world. Breast Cancer Now is the appointed charity for the UK.

Southpaw is handling the creative execution and content delivery for the campaign, including a high end key visual for use across print, digital, social and POS, as well as a 20’’ video for digital, a BTC (Behind the Campaign) video for PR, cinemagraphs and bumper.

The work will run in the US, Europe, Asia, Australasia and South Africa and will span digital, social media, print and in-store for three months from yesterday’s launch.

Montse Passolas, Senior Vice-President global Marketing, at ghd, said: “So many people know someone who has been affected by breast cancer and know how much it impacts on women’s lives. Among many other aspects, it also affects the perceptions of femininity, particularly around hair loss and mastectomy. With Southpaw, we created a project that draws awareness on the cause and how David Allen’s tattoos can make some women feel empowered and in control of their bodies again. We feel honoured that Grace, Molly and David have shared their stories with us and we can share them across the world”

Tom Poynter, CEO at Southpaw, said: “The partnership between David and ghd gave us the opportunity to tell some remarkable, emotional stories around this difficult issue. David’s artwork is incredible, as are the stories of the women who have his tattoos. The campaign is ambitious and ghd’s biggest yet – running across five global markets. It has the opportunity to make a huge difference in terms of fundraising for a huge number of cancer charities.”

The post Southpaw launches ghd’s global ‘Pink’ campaign for cancer charities worldwide appeared first on IPM Bitesize.

KABOOKI, the company behind the LEGO Wear license, recently launched a limited edition clothing collection for adults. To promote the new clothing line, We Are Social helped launch ‘The Missing Piece’ – a playful pop-up shop with nothing inside it except a Snapcode on a plinth.

However, when customers loaded up popular camera app, Snapchat, the Snapcode acted as a portal into an augmented reality fashion boutique, where customers could browse and buy the limited edition range of streetwear clothing for adults.

The virtual boutique featured an interactive DJ booth, an arcade machine and, most importantly, exclusive access to the limited-edition fashion range. Visitors who ‘walked in’ via their phone were able to browse products placed on LEGO mannequins and buy online through an integrated ‘Shop now’ feature.

The launch coincides with London Fashion Week, and is a global first for the brand.

The campaign aimed to promote KABOOKI’s limited-edition streetwear collection across the UK, France and Germany, driving traffic to the LEGO Wear e-commerce site.

Birgitte Holgaard Langer, chief operating officer & chief marketing officer at KABOOKI, said: “We loved the idea of experimenting with a new and innovative digital customer experience together with the LEGO team. Approaching the adult fashion audience with this limited-edition clothing line through an AR experience is something we have never done before. We are very excited to see how this new audience will respond to the launch and the AR experience.”

“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” says Lea Sandell, Social Media Innovation Lead at the LEGO Group. “This was an unique opportunity to collaborate with KABOOKI on their brand new limited edition product for adults and tap into both the sense of style and the nostalgia of that audience – while exploring that interesting space where the digital and physical worlds merge.”

The post LEGO creates shoppable AR experience on Snapchat appeared first on IPM Bitesize.

Italian beer brand, Peroni Nastro Azzurro, will be launching the next evolution of The House of Peroni: a culmination of its emerging talent programme across fashion and drinks. The House of Peroni 2019 will take on its most stylish guise to date, launching on 27th February until 9th March, just after London Fashion Week.

The House of Peroni is a fully immersive experience that will transport guests into an effortlessly stylish world, with a space in the heart of London’s most loved West End locations, Covent Garden. The experience will feature eight distinctive spaces, inspired by the work of the eight emerging fashion designers supported by Peroni Nastro Azzurro.

The spaces will include, Sicily, featuring lighting representative of the Sicilian sky, animated with shafts of light that creates an ever-shifting pool of movement. Visitors entering the Nature and Maximalism room will be met with botanical scents, and a wall of flowers made from unnatural materials, illustrating nature’s ability to overcome man’s destructive powers. Encapturing a more visionary approach, the Future and Sci Fi area will be enveloped with city-like sounds, transporting guests through time, into a futuristic zone.

Visitors to The House of Peroni will be invited to sip on a selection of cocktails, created by Manchester-based bartender Sam Taylor, from Science and Industry. Sam, who was scouted from a nationwide search for the best up and coming bartending talent, will be mentored by Peroni Nastro Azzurro’s world-renowned Master of Mixology, Simone Caporale. Together, they’ll present the drinks experience, a distinctive line up of Peroni infused cocktails. Inspired by the Italian aperitivo occasion, the serves will include exclusive Peroni Nastro Azzurro cocktails, individually inspired by each of the eight designers.

Celebrating Peroni Nastro Azzurro’s Italian heritage, delicious Italian food from partners Pasta e Basta will also be served at the new hub, providing guests with an exciting destination to eat, drink and discover. The House of Peroni will also be serving Peroni Libera 0.0%, a product which will bring style to the world of alcohol-free drinking.

The House of Peroni is a culmination of the outstanding fashion programme from the last year, following a nationwide search for the best fashion creatives of the future saw hundreds of budding designers apply to enter the ‘Home of Emerging Talent’ programme created by The House of Peroni. The successful final eight were handpicked by The House of Peroni’s established Creative Council of industry experts, made up of the fashion maverick, Jonathan Saunders, Editor-in-Chief of Dazed & Confused, Isabella Burley, brand consultant and The Sunday Times‘ former Fashion Features Editor, Pandora Sykes, Editor of AnOther Magazine, Alexander Fury and co-curator at the British Fashion Council, Anna Orsini.

The selected eight designers, received a seven-month residency in The House of Peroni fully-equipped studio space, providing the talent with; invaluable mentorship through talks and workshops from the established industry figures; prestigious media exposure and; most importantly, state of the art space they need to develop their own labels, culminating in a highly coveted presentation of their collections following London Fashion Week. The ultimate interactive platform to showcase their work.

The post Peroni creates stylish pop-up for London Fashion Week appeared first on IPM Bitesize.

Levi’s has announced the expansion of the Levi’s Music Project to Liverpool in partnership with rapper, Loyle Carner. The studio opened its doors to young musicians on 15th November for a six-month project, culminating at Liverpool Sound City festival on May 3-5, where the Levi’s Music Project will be taking over its own venue, to showcase original pieces created by the young artists throughout the project.

Setting out to break down barriers to music education, Levi’s has created a fully equipped music studio at the Liverpool Lighthouse community centre in the heart of Anfield. Avid Liverpool Football Club fan, Loyle Carner, will be taking the reins to unearth talent that will keep the city firmly on the global music map.

Alongside a line-up of industry experts, the programme will see Loyle leading 1-2-1 sessions with the participants over six months, helping them to hone their skills, learning about everything from song writing and performance techniques to building social media presence as an artist, and everything in between.

Mentors taking part in the project range from established music figures in the city of Liverpool, all the way to the team of collaborators Loyle has worked with on establishing his own career, meaning participants will come away with a strong network and a foundation on which to grow their musical talent.

Speaking fondly of this next chapter in the project, Loyle Carner said, “I am so proud to be part of the next Levi’s Music Project. It’s a programme that I’ve admired for a long time and something that really speaks to me as an
artist. Giving young people a platform to be creative and have access to something they’d never have access to is wicked, there is not enough of that out there. To get to go back to Liverpool is also really exciting for me, it’s like
my second home and it’s somewhere that I’ve taken so much inspiration from musically that I can’t wait to get into the studio with these guys and see what they have to say through their music!”

Steeped in musical heritage, Liverpool is a city to rival most around the world. It remains a hotbed of creativity and carries the same individual spirit that is embodied by Loyle Carner as an artist – making him the natural
choice as mentor for the next stage of the Levi’s Music Project. In collaboration with community partners, arts and music community centre, Liverpool Lighthouse in Anfield and Sound City Music Festival to discover the
freshest talent that the city has to offer. This music project is the next stage development of a long-term partnership between Levi’s and Liverpool Football Club grounded in shared community values. Participants of this
year’s project range from rappers to producers, folk singers and creators of dark electronic to encourage cross learning and original collaborations.

Launched globally in 2015, the Levi’s Music Project is a global platform that partners with the music industry’s most relevant artists, experts and professional educators to provide access to music education for the next generation, in the communities where it can make the biggest difference. Past projects in the UK have seen the brand collaborate with Skepta, Everything Everything and Mist.

Richard Hurren, V.P North Europe, Levi’s, commented: “The Levi’s Music Project has been and will continue to be, instrumental in giving broader access to music. Liverpool is the perfect place to expand the project to this year with its rich and diverse music history, we can’t wait to see the talent that comes out of this year’s project.”

Rob Carter, Executive Director, Liverpool Lighthouse, added: “We are excited that the Levi’s Music Project is coming to the city and Liverpool Lighthouse is proud to be hosting this high-quality music development programme. The young people will be able to enhance their skills and will have a great opportunity to chart a pathway to a career in the industry. We are also grateful to Levi for the new facilities they have established here which will be a legacy for many, many other young people in the future.”

Rebecca Ayres, Chief Operating Officer, Sound City, said: “The Levi’s Music project is brilliant, a fantastic opportunity for young people from Liverpool to work with an artist who is passionate about the city and a brand which is committed to helping young people to develop their talents. Sound City is proud to partner with Levi’s and the Lighthouse to help young musicians to reach their potential.

Billy Hogan, Chief Commercial Officer, Liverpool Football Club, added: “Liverpool and Levi’s have always shared a special passion for supporting communities and making a difference. The partnership between the club and Levi’s is a reflection of this bond. We are very much looking forward to a bright future working with Levi’s, which will enable Liverpool FC to continue giving back to our local fans.

The post Levi’s partners with Loyle Carner in Liverpool music project appeared first on IPM Bitesize.

Häagen-Dazs is making its first foray into fashion with ‘The House of Häagen-Dazs’ during Berlin Fashion Week.

‘The House of Häagen-Dazs 48 Hour Collection’ kicked off today, July 4th, and runs for the two days of InStyle Lounge (July 4th to 5th) during fashion week and sees the brand challenge young fashion designers to use a new Häagen-Dazs packaging pattern to inspire a real-time street style collection.

The pattern at the centre of this challenge is an exclusive design by renowned Dutch artist, illustrator and occasional art director, Merijn Hos. It will appear on Peanut Butter Crunch packaging, one of the brand’s most on-trend flavours, from 2019. The new pattern forms part of a packaging relaunch of the entire Häagen-Dazs range, unveiling bespoke pattern designs by different artist and designers for each ice cream flavour in 2019.

The Berlin Fashion Week initiative has been put together by London-based creative agency Space.

‘The House of Häagen-Dazs 48 Hour Collection’ challenges three up and coming students at fashion design school Lette Verein Berlin to create a street style look inspired by this new pattern designed for Häagen-Dazs’ Peanut Butter Crunch flavour. Visitors to the InStyle Lounge at The Humboldt-Box Berlin on July 4th-5th 2018 will be able to see the students cut, sew and finish their creations in the lounge.

The winning design will be awarded The House of Häagen-Dazs 48 Hour Collection €2,500 fund, giving one student a helping hand towards building his or her future fashion career.

Visitors to Häagen-Dazs’ InStyle Lounge will have exclusive access to a limited import batch of the redesigned ice cream and will see the Peanut Butter Crunch inspired fashion collection being created live. They will also receive exclusive tote bags and t-shirts featuring the new pattern from the students’ street style designs.

The collection will feature in a promotion in the September edition of In-Style Germany.

“We launched Peanut Butter Ice Cream earlier this year, bringing an on-trend ice cream flavour to the market. It’s great to see how the new design for this flavour comes to life in such an extraordinary way with our first House of Häagen-Dazs fashion collection”, says Adriana Cantú Robles, Head of Marketing of Häagen-Dazs Germany.

David Atkinson, managing director at Space, adds; “This initiative into street style is a bold first for Häagen-Dazs. We’re delighted to have been able to align the brand with championing grass roots design. Häagen-Dazs already has a phenomenal reputation as a style and design pioneer, and we believe this initiative will appeal to the passions of a next generation of German ice-cream aficionados to try the hugely popular Peanut Butter Crunch flavour.”

The Häagen-Dazs brand is owned by General Mills, which also owns a portfolio of dynamic market-leading brands including Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

The post Häagen-Dazs launches ice cream fashion collection during Berlin Fashion Week appeared first on IPM Bitesize.

Lucozade Zero and fashion retailer Missguided has announced a collaboration, ‘Zero To Pay’, which will be brought to life through on-pack promotion and experiential marketing.

The on-pack promotion will offer consumers a range of discounts which can be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, the sampling campaign will offer bespoke miniature cans featuring unique Missguided discount codes. The activity will be bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.

Integrated agency The Big Kick was named lead agency for the campaign, while experience agency TRO is delivering the experiential element.

The Big Kick developed the creative platform and negotiated the partnership with Missguided, with the core aim of driving awareness of Lucozade Zero and supporting the distribution of 3 million sample cans throughout the UK. TRO is activating the ‘Zero to Pay’ campaign, including a nationwide programme of activity spanning 12 cities over the course of eight weeks.

All sample cans are printed with a unique code; there are also ‘virtual’ cans with codes on available from the Missguided website. Codes can be redeemed online for a guaranteed 30% off one-time use voucher, plus the opportunity to win a range of further Missguided vouchers.

To enter the prize draw and claim the 30% off, consumers have to go to www.lucozadeenergy.com/missguided and enter the unique code, their name, gender, date of birth and email address. Multiple entries are permitted, although each code can be used only once. All valid entries go into the daily prize draw to win extra discount vouchers, ranging from £50, 30% off for a year, 40% and 50% off for three months and 30% off for 10 years. All vouchers can only be redeemed through the Missguided.com website.

The campaign went live mid-March 2017 from and runs until May 31st, including an instore event at Missguided’s flagship store in Westfield, Stratford which took place on Thursday March 30th with resident Missguided DJ, Snoochie Shy, on the decks.

Shoppers were able to enjoy rewards from the likes of Mark Hill Blow Dry Bar, styling tips from The Confetti Crowd and Shine Shack Make Up who were instore providing free treatments to help get customers ready for the weekend.  There were also chances to win ‘Zero To Pay’ on shoppers’ most expensive basket item throughout the afternoon.

Charlotte Flook, Senior Brand Manager, Lucozade Energy, commented: “With a shared target audience of young, fashion savvy females, the partnership with Missguided presents fantastic brand synergy. TRO has designed a bold liquid on lips campaign which will achieve mass trial and get consumers excited about the product.”

Siôn Stansfield, Account Director, TRO, said “Following the success of our ‘zero gravity’ experiential activation for the Lucozade Zero product launch last summer, we’re excited to be activating a whole host of activity to reach the hearts and minds of the product’s target audience. With the product at the heart of the campaign, we have an ambitious target of distributing 3 million samples.”

Andrew Ryan,Head of Brand at The Big Kick, added: “Partnerships are still a great way of delivering saliency for FMCG brands. The ‘Zero To Pay’ platform allows the Lucozade brand the opportunity to engage with millennials by giving them rewards that hit their ‘sweet spot’ – fashion! Missguided’s bold and confident brand was the perfect match for Zero, inspiring our audience to ‘find their flow’ around the UK, and get rewarded.”

The post Lucozade Zero and Missguided partner for on-pack and experiential appeared first on IPM Bitesize.

Lambrini has partnered with online retailer Very.co.uk for an on-pack offer targeting the 21-34 year old female demographic.

The promotion aligns the Lambrini brand with one of the UK’s leading online fashion and home retailers, based in Lambrini’s home city of Liverpool. The on-pack offer will run until the end of December on promotional 75cl bottles of Original, Strawberry and Cherry Lambrini flavour variants, and features a prize draw mechanic.

To enter, consumers need to purchase a promotional bottle of Lambrini, then log onto lambrini.co.uk and enter their unique code.  They will instantly discover if they are a winner.

Lambrini fans will have the opportunity to win £250 to spend on Very.co.uk every week. There are eleven prizes to be won during the main promotion in the run up to Christmas and one further £250 prize in an additional final draw in Spring 2017.

Michelle Chadwick, Senior Marketing Controller for Lambrini at Halewood Wines & Spirits, comments: “Our on pack offer will reward Lambrini fans with £250 to spend on Very.co.uk’s range of stylish fashion and homeware collections, and will ensure the brand remains front-of-mind with consumers throughout the autumn. This partnership compliments our planned event activation, including the Official Drinks Partner of Fake Bake, presence at the annual Girls Day Out event in Glasgow and the bar sponsor at Clothes Show Live.”

Kenyatte Nelson, Marketing Director for Very.co.uk, adds: “Our customer demographic aligns closely with Lambrini’s and, with their huge distribution network, this partnership will help us build even more brand awareness in the run up to Christmas.”

The post Lambrini launches Very.co.uk on-pack offer appeared first on IPM Bitesize.

Charlotte Tilbury, the luxury cosmetics retailer, has launched what is claimed to be Westfield’s first ever interactive retail installation, to drive excitement and awareness of its new flagship store before it opens in Westfield White City later this month.

The campaign, which was created for Charlotte Tilbury by NexusEngage, is running for eight weeks in the West London shopping mall, and had been designed to drive customer excitement and footfall and to capture consumer data.  Using the latest in retail technology, the two-phase campaign occupies a 127 square metre frontage of the new store location during the time the store fit is being carried out.

The installation offers a fully interactive experience allowing consumers to learn about and engage with the Charlotte Tilbury product range.  Nexus Engage created two ‘magic mirrors’ for Charlotte Tilbury, which speak to passers-by encouraging them to take part in the activities. Mirror one captures consumer data by allowing them to enter a prize draw to win products each day. Mirror two invites the consumer to take part in a quiz to determine ‘their look’ from Charlotte’s revolutionary 10 looks wardrobe. The mirror then takes a photo and prints it with a golden ticket and a unique code that gives them access to a £15 Tilbury Transformation for the corresponding look, bookable via the custom-built LookBook. The idea is to encourage consumers to come back once the store is open.

Emily Bromfield, Director of Marketing and Communications at Charlotte Tilbury, says: “Charlotte Tilbury has not only revolutionized the global beauty industry, she is also a digital revolutionary. That is why we wanted to bring too life a unique, fully-immersive 3D ‘holding page’, rather than a traditional store hoarding, for the unveiling of our new Westfield Beauty Boudoir. It not only functions as an awareness building billboard but it also enables us to start a conversation with our future Westfield customer by capturing their personal details and engage them in a quick and fun makeup lottery game.  As Charlotte always says, ‘You have to be IN it to WIN it!’:  Our brand is about empowering women to achieve their makeup destiny.  Nexus Engage created and implemented a bold and exciting campaign that has really helped us to achieve those objectives.”

Simon Ellson, CEO at NexusEngage, adds: “Using this space during a store fit is perfect for those looking to raise brand awareness and reach a targeted audience who may not be familiar with their products and services.”

The post Charlotte Tilbury Westfield ‘magic mirrors’ appeared first on IPM Bitesize.

Leading fast-fashion retail brand New Look has launched its new Autumn/Winter 2016 promotional campaign online and across more than 600 retail stores in the UK and republic of Ireland, offering consumers £1m of style prizes to be won.

Created by Brass, New Look’s recently appointed shopper and promotional marketing agency, the campaign encourages customers to ‘Shop Styles, Get Prizes’.

Brass’ dedicated shopper marketing team created and delivered a campaign to help New Look engage with savvy shoppers in-store, online and on mobile. Tasked with increasing transaction levels, Brass developed a marketing campaign prompting customers spending £30 or more to photograph their receipt and upload, email or text to receive a promotional code.

Brass also created in-store POS and built the promotional website, allowing customers to enter for a chance to win some great prizes from one of three different prize ‘worlds’; Fashion, Fun and Getaways.  Entrants not winning a main prize will still receive a 25% off voucher.

In order to provide a robust proof of purchase mechanic without the need for ePOS integration, Brass partnered with receipt processing specialists Snipp Interactive to validate the photographed receipts.

Nicky Haddow, New Look Senior Trading Manager UK & ROI, commented: “Brass impressed us with an innovative digital concept which shows real insight into our target customers shopping habits and behaviours. We believe this proposition will give great stand out for peak trading this year.”

Brass Managing Partner Paul McGann added: “In a fiercely competitive fashion market, the new stylish multi-channel campaign for New Look has huge standout, adding value and engaging a wide range of shoppers.”

Brass is a full-service integrated marketing agency combining digital thinking and delivery with specialist skills in advertising, design, PR, SEO, media, shopper and promotional marketing. Brass has created Shopper Marketing promotional campaigns for brands such as Haribo and Kellogg’s and recently won Masters of Marketing, IPM and FAB Gold awards for their ‘Meet the Minions’ campaign for Soreen. The Leeds-based agency also ranked fourth in the 2016 Independent Agencies Census Elite list and was recently shortlisted for the CIM Northern Awards.

New Look is a British global fashion retailer with a chain of over 1,000 high street shops across the world including in the UK, Republic of Ireland, Europe, Middle East, Singapore, Russia and Poland. It also ships to over 120 countries world-wide. New Look is currently the second largest women’s fashion retailer by value in the UK with 44% of the female population having shopped at its stores over the last year.

The post New Look new promotion appeared first on IPM Bitesize.