Very’s vibrant ‘Haus of Flamingo’ makes a daring comeback for autumn, promising much more confidence, swagger and sass within the retailer’s first vogue broadcast TV advert in seven years.
The long-term vogue platform, developed in collaboration with The Gate, combines the sentiment of Very’s model proposition, ‘let’s make it sparkle’; the power of the retailer’s fluent units; its three flamingos, and an aspirational and relatable fashion to create an irresistible model world filled with pink and originality. Haus of Flamingo encourages prospects to free their inside flamingo, empowering them to precise their confidence and distinctive sense of fashion.
Marking a return to vogue on TV for Very after a seven-year hiatus, the marketing campaign introduces Very’s womenswear catering for Autumn, that includes key traits just like the daring and placing ‘maximalism’, ‘boho femme’ with its ruffles, frills and shaggy furs, and the clear and minimalist ‘quiet luxurious’. With a way of humour and flamingo power infused all through, the marketing campaign showcases how these autumn necessities are designed to raise prospects’ wardrobes.
Demand for coats, knitwear and winter clothes steps up from August, with Very gross sales in heavy outerwear tripling, and gross sales in boots quadrupling. The retailer’s buyer perception additionally reveals that the transfer to autumn is a key time for vogue, as prospects’ begin to consider their return to work, and new routines present causes to replace their wardrobe for themselves and their household.
The autumn marketing campaign encompasses a hero 30″ movie, complemented with minimize down variations, and an in depth suite of social-first content material. Developed by The Gate in collaboration with Very’s in-house inventive workforce, the marketing campaign was produced by RSA Movies and directed by Tom Dream. Moreover, the marketing campaign features a collection of daring and distinctive stills captured by photographer Micaela McLucas.
The movie takes its prospects again to the Haus of Flamingo, vogue’s hottest vacation spot the place everyone seems to be invited. For Autumn/Winter 24, Haus of Flamingo involves life in a classy nation manor with a hun twist. The autumn TVC encompasses a group of pals taking on the manor home, remodeling it with an abundance of pink, sparkle, and naturally flamingo thrives. A bemused butler watches on, finally getting swept up within the infectious power that Very brings.
Very’s autumn marketing campaign will run within the UK and Eire from the 29th August throughout TV, VOD, social and on-line. Media planning and shopping for was dealt with by Dentsu.
Jessica Myers, chief advertising and marketing officer at Very, mentioned: “We’re excited to welcome our prospects again to the Haus of Flamingo for autumn, and to take action with a TV advert means we’re actually making an announcement.
“Our prospects love vogue, however it will probably generally really feel stifling and samey. This season, we’re turning up the arrogance, swagger, and sass to showcase our vibrant vogue providing to much more folks in high Autumn programming. We’re bringing again the enjoyment of self-expression so our prospects can let their inside flamingo shine with much more sparkle.”
Charlotte Wolfenden, managing director at The Gate, mentioned: “For autumn, we’ve developed the Haus of Flamingo into a classy nation manor with a twist. It’s a spot the place vogue meets enjoyable, and everybody’s invited to hitch the get together. We’ve infused each nook with flamingo power, remodeling the standard into one thing refreshingly daring and pink. It’s vogue that doesn’t take itself too critically, however critically delivers on fashion.”
