By Ishbel Macleod, PR and social media consultant

September 5, 2013 | 2 min read, the digital department store, has unveiled a £2m above the line campaign to promote the launch of its new womenswear brand, Definitions. worked with its retained creative agency, St Luke’s, to create the campaign, with a TV ad set to launch tonight during Emmerdale, as well as an extended 40 second edit appearing during X Factor on Saturday, 7 September.

The ads start on a still, before zooming out and moving round, with the aim of looking like a fashion shoot, before changing to a woman going about her daily business.

Al Young, executive creative director at St Luke’s, said: “Definitions is a cutting edge fashion brand and needed a cutting edge ad campaign to match. The directors, Canada, have given us the look and feel we were aiming for – edgy and cool yet still playful and accessible.”

The campaign for the label is based around the idea of ‘everyday stylish’ – that no matter how mundane or banal the situation, the right outfit can make you feel fabulous.

Jon Owen, retail director at, part of Shop Direct, said: “At, our aim is to make great style accessible to everyone through a combination of big name brands and exclusive own labels. For some time now, our customers have been crying out for a trend-led yet affordable collection of chic, well-cut pieces that can be worn to the office and then styled up for the evening.

“With Definitions, we think we’ve struck the perfect balance of design, quality and price and this campaign really delivers that message. We’re looking forward to seeing how both the collection and advertising campaign resonate with women across the UK.”

As well as TV, the campaign will cover TV, print, outdoor and digital for five weeks.

The media and digital tactical campaigns were planned and booked by Carat and myThings respectively, with OMD UK planning and booking social and biddable VOD activity, including’s first YouTube homepage takeover.

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St Luke's is an independent creative agency, and the fastest growing in the Top 25. The ability to define powerful new agendas for brands is what sets us apart.


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