TRANSFORMING APATHY INTO DESIRE FOR M&S

It’s the high street stalwart everyone wants to love, but its customer is aging and the brand’s considered just a bit ordinary. The thing is, somewhere along the way M&S’s product improved, yet style perceptions hadn’t. Marketing needed to find its mojo and start behaving like a high street icon.

For AW23, we jolt Britain out of their zombie-gaze towards M&S, to reconsider them as a contemporary fashion player - not just for mum, but 25-30 something’s too. This charismatic TV, DOOH & Print campaign explores the transformational effect great style can have on our mood and who we choose to show up as that day. Featuring British style icon and queen of playing many characters, Sienna Miller.