Very Group has kicked off the launch of its long-term fashion platform with a new summer campaign.
Haus of Flamingo was developed in collaboration with the retailer’s creative partner, The Gate, blending the “sentiment” of Very’s brand proposition, including its three flamingos from ongoing campaigns, and an “aspirational and relatable style” to create a brand world “full of pink and originality”.
Very said the platform introduces a “fresh and dynamic creative world” that spans Very’s fashion offering, from on-trend clothing to accessories and beauty.
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The first campaign in the series highlights a curated selection of summer holiday essentials showcased in a hero 30″ film, along with a 20” and 6” cut down versions.
It also includes an extensive suite of social-first content produced by director duo Hot Icarus of Twice Pictures in collaboration with Very’s in-house creative team.
The retailer’s summer campaign that features bold styling and playful positionings of pops of pink will run nationwide across VOD, digital, social media and influencer activity.
Chief marketing officer Jessica Myers said: “We’re thrilled to introduce our customers to Haus of Flamingo, which invites everyone to immerse themselves in the colourful and varied world of Very fashion.
”The first outing of our new fashion platform marries the attitude of our new flamingo-fluent devices with the enticing world of fashion, which we know our customer will love. We want everyone to unleash their inner flamingo.”
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