The Drum Awards Festival - Extended Deadline

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Client: ASOS
Date: Oct 2021
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Asos, one of the world’s leading online retailers, today unveils a broad reach, multi-territory advertising campaign. Targeted at Asos’ core twenty-something female customers, the three-month, seven figure, high frequency activity will run across VOD, social and programmatic channels in the UK, France and the US.

Developed by Asos Creative Lab, The Sunshine Company, Byte London and Smuggler Productions, the campaign centres on an evocative ad directed by Ricky Saez, which shows style lives being lived in different contexts and countries, from behind the scenes, out on the streets and spaces in between. Celebrating how fashion inspiration comes from everywhere, it reaffirms Asos as relevant and inspirational during the key peak shopping period.

The ad will be deployed across international video-on-demand and via social channels. Here, a renewed interpretation of the Asos’ founding ‘As Seen On Screen’ idea of fashion inspiration and access is brought to life transitioning between the phones of the talent featured in the creative, including up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow.