18 Feet & Rising Gets Jolly for House of Fraser Campaign

Creative agency 18 Feet & Rising has launched its first work for House of Fraser, after its win of the retailer’s advertising for all above-the-line creative and strategy. The local-focused campaigns are for the re-opening of the retailer’s premium Jolly’s store in Bath, and the launch of a new outlet in Cambridge.

‘Cambridge Cinderellas’ is a local promotional campaign for the opening of the first House of Fraser store in Cambridge, a joint venture with Caffè Nero. The campaign features 24 print ads in the style of ‘missing’ posters, about shoes from brands including, Howick, Linea, LK Bennett, Hugo Boss and Kurt Geiger, which have been hidden in quintessential Cambridge locations. The campaign is a competition, and upon finding one of shoes, that person can take it to the new store and receive a brand new pair in their size. 

The posters, have been designed to appear hand-crafted, will appear in Cambridge from 15 October, when the competition goes live. There will also be a promotional wrap for the Cambridge Evening News on 16 October.

‘Bath’ celebrates the re-opening of the House of Fraser store in Bath, Jolly’s, which has been refurbished following a six-figure investment. The print ads run with the tag line “What have we done?” and represent the rich heritage of the store - which was established in 1823 - with antique objects commenting on its new look and brands.

The campaign runs across local and national press, 6-sheets and bus sides, this month, and will re-appear at Christmas.

Alex Delaney, Creative, 18 Feet & Rising, says: “For each campaign we wanted to create something that was unique to its location and captured a sense of that place; it’s history, architecture, people or the feeling you have when you are there. But at the same time it was important for us to retain the irreverent and playful tone that we’ve introduced to the brand - something that gets people excited and curious.”