ASOS - My Style My Way

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This campaign was created while at Mother alongside Susan Hosking and Peter Robertson.

Before the ASOS TV idents were secured, the brief was originally to work on a radio campaign. Our scripts were built from observing how customers on ASOS.com often customise their unique style from a multitude of brands. We thought a great way to showcase this was through musicians, who also have their own unique style. The project than saw a number of musicians create songs using only the ASOS brands they love as lyrics.

We also presented additional material along with the radio adverts.

ASOS Carol Singing
At Christmas we would employ a team of goodlooking, well-ASOS-dressed carol singers to perform ASOS songs on busy high streets. Songs such as "Ding Dong Merrily on High" become "Billabong, Milly Moy, Kookai".

ASOS T-Shirts
ASOS customers design their own t-shirt by listing their favorite brands in the style of iconic Beatles T-Shirts.
For example:
Franklin&
Marshall&
D&G

ASOS Artists
Visual artists and designers create print ads based around a list of their favourite brands. Artists could even paint directly onto billboards to create one off works of art.