the brief
In 2019, centre:mk turned 40. To celebrate their role as a fashion destination in Milton Keynes and the surrounding areas a multi-channel, 360-degree campaign was developed.
Centred around ‘Four Decades of Style’, we reimagined 70’s, 80’s, 90’s and 00’s fashion in a curated photo and TV shoot taking influence from each decade’s most notable trends andiconic styles. We looked to pop culture and celebrity icons of each decade for inspiration.
creative solution
For the 1970’s we focussed on brown, orange and ochre tones with furs and patterns in abundance. We had fun recreating the 1980s with big hair and even bigger shoulder pads, whilst our models embraced all things grunge to embody their 1990s rock and roll counterparts. Finally, clean lines and simplicity brought the 2000s alive.
campaign rollout
The campaign was adapted for multiple consumer touchpoints, including OOH, TV, an on-site exhibition, and fashion show, as well as One Poll stats and facts that were used for comment within trade and consumer press. A coffee table book discussing trends, fads and fashion influences was also developed working alongside the PR team.
impact
The integrated Four Decades of Style campaign was awarded Best Strategic Marketing Campaign (large) at the 2020 Purple Apple Awards and received widespread press coverage including the BBC, MK Citizen and Destination Milton Keynes.
