Holler Brings Liam Gallagher to Fans for Pretty Green
To champion existing consumers and to celebrate their passion for style and British heritage, Pretty Green turns to the brand's biggest fans, using reverse advertising to launch its new sunglasses range.
Pretty Green invited the first fifty people who bought sunglasses from the new range to take part in a photo shoot in London for the new ad campaign, with Liam Gallagher in attendance. The images where then used to create a film ad to be used to promote the new sunglasses range.
Film cameras also took in all the action on the day, as renowned photographer Tom Oxley put the guys through their paces and the fans had chance to meet Liam Gallagher in person. The footage was then used to create a mini documentary of the making of the campaign, to be seeded online.
This is the first time Pretty Green has combined a real life event with creating online video and digital activity and Holler, lead digital agency for Pretty Green, directed the strategy, creative and digital marketing for the campaign.
Nigel Grant - Brand Director, comments; ‘This particular campaign gave us the opportunity to involve our loyal customers, which has and will always be an important part of the brand. We recognise and appreciate those customers, and wanted to give them a chance to help launch a new part of the collection in an innovative way. As a digitally driven campaign the behind the scenes film and their own photo shoot gave them something that they could then share via their own social networks’.
Adam Clarkson, Business Director, Holler says: “Sunglasses are widely known to be the accessory that can instantly transform you into a style icon, and with the launch of Pretty Green sunglasses, we wanted to prove that. We took brand loyal consumers and thrust them into the limelight as our models for the campaign, which became our way of forming a super strong connection between the audience and the brand. Putting regular guys through their paces in front of a world-class photographer we were able to create a one-off special event that saw these men highlighted and haloed to the masses.”
Credits
Creative Director – Barry Markham
Account Director – Adam Clarkson
Photographer – Tom Oxley
Director – Charlie Lightening
Production Company – Lightening Productions
