Liam Gallagher's Pretty Green clothing line uses fans to launch new sunglasses range
Liam Gallagher’s clothing line Pretty Green has called on the brand’s biggest fans to launch its new sunglasses range. The first fifty people who bought sunglasses from the new range were invited to take part in a London photo shoot with Gallagher. The images were then used to create a film ad which will be used to promote the product.
Brand director of Pretty Green, Nigel Grant, commented: “This particular campaign gave us the opportunity to involve our loyal customers, which has and will always be an important part of the brand. We recognise and appreciate those customers, and wanted to give them a chance to help launch a new part of the collection in an innovative way.”
Digital agency, Holler, directed the strategy, creative and digital marketing for the campaign. Photographer Tom Oxley headed up the film camera crew who took in all the day’s action to create a mini documentary of the campaign’s making to be seeded online, the first time the brand has combined a real-life event with creating online video and digital activity.
Grant added: “As a digitally driven campaign the behind the scenes film and their own photo shoot gave them something that they could then share via their own social networks.”
Adam Clarkson, business director, Holler, said of the campaign: “We took brand loyal consumers and thrust them into the limelight as our models for the campaign, which became our way of forming a super strong connection between the audience and the brand. Putting regular guys through their paces in front of a world-class photographer we were able to create a one-off special event that saw these men highlighted and haloed to the masses.”
Content created with:
Holler Digital
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