Lyle & Scott refresh their brand positioning with 'Dare To Be You'

Debut TV ad for the 150 year old premium fashion brand Lyle & Scott, to tell the story of the brand today.

Challenge

To help premium fashion brand, Lyle & Scott, deliver on their mission to stay relevant and be recognised as an enduring, modern thinking and iconic British fashion brand.

Insight

The brand has 150 years of heritage, standing for quality, inclusivity and being unapologetically true to itself, mirrored among its diverse customer base who are fiercely proud of their individual identities.

Creative Strategy

Celebrate and champion everyone’s differences, with a thought-provoking piece that resonates with the brand’s audience and triggers societal conversations. Invite the audience to think differently and ultimately ‘dare to be you’.

Results

An atmospheric and highly stylised brand commercial that embraces emotive storytelling to differentiate and provoke. Coupled with targeted digital marketing and bespoke social cutdowns, the campaign aired on channels throughout the UK and Netherlands, resulting in increased unprompted brand awareness, brand consideration and web traffic – placing Lyle & Scott firmly top-of-mind among their potential consumers.

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