Head Over Heels SS19 Launch Campaign
We created a distinctive launch campaign for Dune’s sister brand Head Over Heels.
The market is saturated with fast fashion brands. How does Head Over Heels stand out from the crowd?
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.
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 fashion 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 smart.
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 us to deliver aesthetically against the brand world, but also showcase the variation across the range and link this back to our women.
Each scenario had a supporting suite of content made up of playful AV and hero brand shots.
The campaign is supported by an ‘always on’ paid and organic media strategy throughout the year. Touch points include 75x outdoor panels in London, social, digital and POS.
Watch this space. Results to follow.