To mark the launch of its new V By Very Autumn/Winter collection, the online department store Littlewoods Ireland, has launched a new TV campaign as part of a €2m multi-media spend. The ‘Every Step Feels Good’ campaign will run across a number of TV stations including Virgin Media, TG4 and Sky Media. The campaign is supported by a heavyweight digital presence.
The creative for the campaign was developed by the Dublin-based creative agency JWT Folk, alongside Widescreen Productions. Carat is the media agency while Wolfgang Digital the digital marketing agency.
Featuring a wealth of Irish talent, the TV ad presents a new interpretation of the classic Nina Simone track ‘Feeling Good’ with the voiceover from Irish actress and TV personality, Aoibhín Garrihy.
Created exclusively for the campaign, the music was produced by Irish music producer, Mark McCabe and features vocals from Irish / Sierra Leonean singer songwriter, Loah.
The TV advert was co-directed by Emmy award winning VFX-artist Johnny Han and acclaimed Estonian director Christian -Johannes Kask. Irish born cinematographer Burschi Wojnar shot the TV advert using a Bolt CineBot, one of three cameras of this type available in Europe – the fastest high-speed camera robot in the world, able to move from standstill to high-speed motion and back again in fractions of a second.
According to Rossa Butler, marketing and operations director for Littlewoods Ireland: “The 2018 V By Very Autumn/Winter campaign includes an impactful blend of TV, digital advertising, outdoor, social media, content and PPC as part of the overall €2 million investment strategy. As Littlewoods Ireland continues to grow, we are always striving to challenge ourselves and maintain that growth in what continues to be a very competitive market. The new collection is a fantastic representation of that commitment and the range works very well for us as a brand and resonates strongly with our customers.”
Littlewoods Ireland will also be the exclusive advertiser on YouTube’s latest ad format, Prime Packs, giving the online retailer access to YouTube’s entertainment channel which includes content from shows such as Ellen and the E Channel. This is a unique sponsorship opportunity being activated for the first time by Littlewoods Ireland and directed at its V By Very customers with a customer engagement call out on Facebook and Instagram, asking customers to share their new outfit pictures to be in with a chance of winning a Littlewoods Ireland voucher.