The agency was appointed in July and ‘Inspired By’ is the team’s first work for the fashion platform. In its new brand campaign, Asos is positioning itself as both a curator and trendsetter, focusing on delivering a consistent and elevated message. In the first ad spot, viewers follow an ‘Asos eye’ as it hunts for inspiration in unexpected places – a yearbook at a car boot sale, a funfair carousel, a chandelier at a dinner party and a pair of overalls in an abandoned warehouse – all set to a suitably nostalgic soundtrack by The Streets.
“That authenticity came through this feeling that it was like a human eye, kind of searching around,” says Charlene Chandrasekaran, creative partner and joint executive creative director at The Or. “And that made it a little bit purer because there’s a very easy way to approach this spot that would feel quite ‘advertising,’ but what we wanted to do was create a vibe and an energy, an unexpected take.” The creative team agreed very early on that it shouldn’t feel like a “JD Sports ad” but rather “feel like its own” and encourage people to say, “That’s Asos.
” The long-term aim is to make the site the go-to destination for fashion trends from a diverse range of brands while also capturing the vibrant, creative energy of its office – something that Dan Elton, the brand’s executive vice-president of customer and marketing, feels hasn’t been fully conveyed to the public. He explains: “One of the bi.
