It’s the first work from The Or for the fashion brand and features a soundtrack from The Streets. Asos has unveiled a new creative platform in ‘Inspired By,’ that follows an ‘Asos eye’ as it hunts for inspiration in various unexpected locations such as a yearbook found at a car boot sale, a funfair carousel, a dinner party chandelier and a set of overalls in an abandoned warehouse. In the spot, there are four clear trends that feature in the brand’s new collection: Night Shift, Stable Girl, Power Trip and On Campus.
Insight for the campaign stemmed from research that showed that almost 90% of Asos’s target market now looks beyond traditional sources such as catwalks and celebrities for fashion inspiration. This has shaped the new long-term platform that hopes to highlight the brand’s creative flex. The 360 campaign consists of cinema, video-on-demand, out-of-home, social content, media partnerships, live events and a new visual identity.
Read our full interview with Asos and The Or to find out more about the making of this campaign. Credits The Or Executive creative directors: Charlene Chandrasekaran, Dan Morris Creatives: Sebastian Covino, Tom Snell, Dylan Hartigan, Jacob Hellström Production partner: Metz ti Bryan Senior producer: Georgina Moran Producer: Jonjo Lowe Strategy partner: Sarah Oberman Senior strategists: Ayoade Bambgoye, Benedita Leitao Managing partner: Paulo Salomao Group brand directors: Mitch Lovich, Inês Rollason Project manager: Moses .
