Holiday Films director, Margo Weathers, just wrapped directing the latest campaign for Winners through John St. This new campaign delivers a big promise on big finds for big savings and is a big departure from previous years efforts.
Thanks to thousands of designer items arriving daily for up to 60% off, Winners is fast becoming the go-to place for fashion-savvy women looking to score big finds for big savings. The new campaign is a stylish and playful way of bringing this idea to life. Beautifully stylized minimalist store sets were designed to showcase the colourful fashions and accessories. Within this contemporary world we see stylish shoppers discover giant items that literally knock them off their feet.
There was great debate as to how to create the giant props. Today, the tendency is to go CG but Weathers championed the practical solution, “I love that a human can put heart and soul and sweat and tears into making a giant shoe that one can actually take for a ride – a ride that makes a beautiful girl laugh in a genuine and engaging way. I guess you could say that I am an activist for the human. In our almost texture-free world of cyber-perfection – the computer is the default answer to so many creative questions. I believe that decision lacks bravery.”
Weathers also had very specific women in mind for casting. “A buoyant, out going, resilient personality is a must since they’ll be asked to spend a day falling down. I love that a model who was a soccer goalie until 2 years ago can be in her first ever commercial and dodge giant flying bottles of nail polish with Olympic-level reflexes.”
So what would be the perfect emotional expression for the girls being knocked over by a giant lipstick? “The girls imagined that they were at an animal shelter – and that a giant Mastiff puppy sees them & knows they are meant to go home together – the puppy still does not have command of its giant limbs yet as it runs for their new owner. It helped get the right balance of surprise & joy that the agency and client wanted to convey as the experience of the customer never knowing what fantastic designer merchandise they might find at the store at incredible prices…just without the drool everywhere.”
The resulting campaign is a fresh, witty and sophisticated solution, which is sure to be noticed by Winners’ multitude of smart, fashion-savvy women.