Head Over Heels SS19 Launch Campaign

Dune

We created a distinctive launch campaign for Dune’s sister brand Head Over Heels.

Launch Video
Play
Coffee Break
Play
Brunch
Play
Out Of Home

The Challenge
The market is saturated with fast fashion brands. How does Head Over Heels stand out from the crowd?

The Insight
The Head Over Heels woman is stuck between two cultures – a younger hyper sexualised one vs an older, more mature one. They’re looking to other women for inspiration and they want a brand to recognise them for who they are.

Solution

We created a unique brand identity for Head Over Heels that enabled women to:
(1) Wear the shoes that best represent them without compromise
(2) Graduate from fast fash and express their passion for fashion
(3) Belong to something bigger and enjoy every moment

From a visual POV, we used coloured graphics and white space to differentiate Head Over Heels from its competitors. The use of premium brand cues like white space was important to position the brand as a more mature offering for the target market. Wrapped around the visual brand treatment was the tone of voice which was empowering, confident, yet still a little witty.

The shoot creative was based on six hero scenarios that represented the brand’s target audience and the shoes they’d wear. This not only allowed delivered aesthetically against the brand world, but also showcased the variation across the range and link this back to the women.

We created a brand suite of content per scenario which were each made up of playful AV and hero brand shots.

The campaign is supported by an ‘always on’ paid media and organic strategy throughout the year. Touch points include 75x outdoor panels in London, social, digital and POS.

Results
Watch this space. Results to follow as the campaign is currently live.