LONDON / NEW YORK - Anomaly went live today with the first brand advertising campaign for Lyst.
It’s Anomaly’s first work for the fast-growing fashion e-commerce destination, which partners with the greatest fashion designers and stores globally to provide people with a personalised way to discover and shop the world of fashion in one place.
The creative concept takes glossy, beautifully produced imagery and contrasts it with provocative headlines, grounded in Lyst data insights. A bold, irreverent take on ‘conventional’ high fashion advertising, the campaign illustrates the brand’s distinctive tone of voice, the scale of its global fashion inventory, and its leading position in fashion data intelligence – all reflecting Lyst’s authority in the industry.
Each of the 10 images, shot by British fashion photographer Charlotte Wales whose editorial work features in Vogue, POP and Dazed & Confused, is accompanied by an unexpected headline and backed up by a Lyst-owned data observation. Examples include: “Rip Off” referencing the 600% surge in shoppers searching on Lyst for velcro shoes, and “Pointless” for square and round-toed shoe sales figures. ‘Drop More Acid’ compels New Yorkers to buy more acid washed denim in response to data that shows Londoners are outshopping them on this trend. ‘Bell End’ highlights London searches for flared trousers.
The campaign will appear for a month across a variety of media, including billboards and wild postering in New York and London with local data insights; stature print executions; tactical taxi media and experiential street marketing as well as global social and influencer marketing campaigns.
Alex Holder, ECD and Partner, Anomaly London: “Lyst is redefining how people shop. What Uber did for cabs, what Spotify did for music, what Nike+ did for running, Lyst are doing for fashion. We knew the work had to be everything they are: brave, disruptive, smart, knowing and completely fashion. From the start it’s been an absolute pleasure working with Lyst, and then they let us put “Bell End” on a poster…”
Camilla Harrisson, CEO and Partner, Anomaly London: “Lyst is transforming the way we buy fashion, so this first campaign is a provocative stake in the ground. We’re subverting what we’ve come to expect from the category and establishing the brand's unique perspective on fashion with authority and impact.”
Chris Morton, CEO & co-founder, Lyst: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behavior. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”
Lyst have brought on Anomaly with the goal of helping illustrate and communicate the Lyst brand, focusing on building awareness and understanding in key markets. Anomaly’s remit spans communications strategy, creative campaigns and media planning.
In addition to today’s launch, Lyst announced today that Christian Woolfenden will be joining as Chief Marketing Officer from January 2015, overseeing all global communications, organic acquisition, performance and brand marketing. Most recently Managing Director at Paddy Power, the betting and gaming company, Christian also held the role of CMO where he spearheaded the company’s highly successful ‘mischief’ brand marketing programme. Previously Christian was Global Brand Director for Bacardi, responsible for marketing and product innovation in over 20 markets worldwide. He began his career at Proctor & Gamble working in both finance and marketing roles across key businesses.
Download a selection of images here: http://we.tl/JvCG8L9jvG