Film campaign set to promote Oxfam Vintage Clothing
A film advertising campaign for Oxfam Vintage Clothing has been created with the involvement of some of the fashion world’s best known names.
The campaign, by RKCR/Y&R and shot by photographer Robert Erdmann, features models from Elite and FM in a series of adverts featuring unique vintage outfits from Oxfam Shops.
The theme of the campaign is centres around 1940’s, 1950’s and 1960’s, with the aim of capturing the spirit of the eras and follows the launch of the UK’s first online vintage charity shop at the end of last year.
Sarah Farquhar, head of retail for Oxfam, said: “The beauty of fashion is that it can be recycled and reused again and again. A piece donated by one person could have a second life with someone else who treasures it for years to come. These new ads show that fabulous looks can easily be achieved by dressing from Oxfam – with the knowledge that a vintage outfit will not only be a complete one-off but supports sustainability and raises money to overcome poverty and suffering.”
Mark Roalfe, chairman of RKCR/Y&R, explained the concept of the campaign; “‘Oxfam are already vintage experts with fantastic credibility and so for us the challenge of positioning them as a credible, authoritative retailer for vintage clothes was a relatively easy one.
“We knew that our audience are a fashion savvy bunch so what better to stand aside and let the clothes themselves do the talking. We brought three key pieces from three key fashion eras to life by creating a unique story for each. Thanks to Robert Erdman the result is a set of print and film work that is both beautiful, impactful and effective.”
The print ads began to run in a series of high-end fashion titles in November last year, with the films set to run online from February.