06.18.09

Max Fashion outdoor and print campaign

Out-of-Home Ads, Consumer

The creative brief from this New Zealand-based women's fashion retailer was to announce and drive people to its new e-commerce site. Kingsland, New Zealand’s Special had to breathe a bit of life into a pretty straightforward message. The creative team began with iconic fashion style images, added a layer of communication about the new online component, then stripped the message to its essence. The result is a series of ads that fit the standard fashion genre but demand a little extra attention. Currently running as press ads, billboards and bus-sides, the campaign is currently provoking a reaction around the city of Auckland.

Tony Bradbourne, art director/creative director; Rob Jack, writer/creative director; Heath Lowe, designer; Derek Henderson, photographer.

www.specialgroup.co.nzwww.maxshop.com