September’s shortlist for ad of the month was stacked with creative campaigns daring to venture out of the box and do something different. In a very competitive poll with several leaders, it’s Very and Dentsu X’s double-page spread that steps into autumn and onto the top step of the podium
After a sunny September, autumn has finally taken root; Very and Dentsu X’s campaign helps readers start the new season on the front foot with the latest style, all through the Very app.
Commenting on the inspiration for the campaign and how news brands fit in the media plan, Dentsu display partner Lauren Baker and comms account director Bilyana Yaneva said: “Fashion is always a key category for online retailer Very, but even more so in September when new season styles launch, and autumn/winter fashion comes to the forefront of audience’s minds.
“Very and Dentsu X wanted to make a splash this September and be present when Very’s audiences are in the mindset for browsing new styles.
“Very’s target audience is primarily female; a busy parent, focused on her family and friends, not always confident in her styling choices. However, she wants to be more fashion forward and welcomes guidance from brands.
“So Very set out to launch the Autumn Winter Style campaign with a simple goal: to help the audience feel confident in their style choices, and provide easy ways to refresh their wardrobe.
“The campaign’s ambition was to convey that Very has both the latest fashion and a credit offering which allows their audience to make affordable and stylish purchases and Step Into Autumn with Very.
“With this in mind, Very set out to engage through relatable online content which provides the audience with guidance on how to confidently style for AW24, and challenges historical catalogue preconceptions by working with a selection of credible news brand publishers in the space.”
See all eight shortlist ads here.