UK-based clothing brand Superdry has recently launched its new ad campaign ‘Summer of Nothing’, in an endeavour to establish a strong connect between the brand and millennials.
The SS19 campaign aims to appeal to the hearts, heads and wardrobes of both existing and new customers, by driving brand re-appraisal of Superdry to be seen and valued as a ‘cool’ brand.
The campaign encapsulates and brings to life the ethos that rings true throughout the (summer) season. The campaign comes to life through a minute-long stimulating and fast-moving film, depicting the care-free GenY on a journey where limits are limitless, energy levels are sky high and every day is filled with endless possibilities.
To create the campaign, the brand has partnered with world class Director, Radical Friend, who has created commercials for the likes of Lexus, Adidas, Converse, KFC and Bud Light; and renowned photographer, James Pearson-Howes, who has shot for Adidas, Dr Martens, The Independent and Vice.
The brand has released this fun, peppy campaign across all the digital platforms, globally, marking the launch of its SS19 collection – Summer or Nothing.
Superdry focuses on high-quality products that fuse vintage Americana and Japanese-inspired graphics with a British style. Superdry has a significant and growing presence around the world, operating through 515 Superdry-branded locations in 46 countries.
