Casting, photoshoot, design, tone of voice, lookbook

The school wear market is huge! And we wanted to help M&S stay in number one position. Our challenge was to create a campaign that stood out from the crowd, as well as developing an M&S School identity and building on their fantastic reputation. We were also keen to shout about all of their incredible innovations (like amazing stain resistant uniforms.) The first step was using all of our contacts, from school and Facebook groups to traditional modelling agencies, to find the right kids. Hundreds arrived for the casting and we saw each and every one of them to make sure we got a variety of body shapes, ages and ethnicities (and just the right amount of attitude). We developed a thoughtful, confident and playful tone of voice and worked hard to bring emotion into the campaign. We then worked with M&S’s other agencies to come up with a strategy covering TV, radio, press, social media, online, POS and external comms. It really was a team effort – and it’s all paying off as the campaign has been a huge success.