By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy

River Island releases first cinema ad campaign alongside Twilight Breaking Dawn: Part two

River Island has released its first cinema advertising campaign alongside the final installment of the Twilight Saga.

Media has been co-ordinated through a partnership of Mindshare, DCM and Pearl and Dean, while the campaign will also include print activity featuring images shot by Ellen Von Unwerth.

The cinema advert itself, released with Twilight Breaking Dawn: Part two last Thursday (15 November), was directed by Jacob Sutton and produced by JN Productions.

“Our ambition is that Cinema will inject even more momentum behind River Island, by utilising an attention grabbing medium where few high street fashion brands operate,” commented head of strategy for Mindshare, Alistair Green.

Josie Roscop, marketing director of River Island, added: “We feel this film really allows us to capture our brand personality and showcase our product. We're excited to be going into a new media channel and continuing to build on the campaign success we've already seen.”