Project Overview
A spirit of collaboration and carefree travel adventures was integral to eskimo’s SS13 campaign strategy for WitcheryKids.
The concept ‘Drawn to Style’ saw bright illustrations take the lead, with Tokyo-based artist Grace Lee injecting a burst of imagination to campaign imagery. Employing both a digital and in-store presence, the boundless worlds of make-believe melded seamlessly with the collection - all playful prints and summertime shades. eDMs and highly engaging digital content (including interviews and seasonal must-haves) embodied an international twist and encouraged kids to dream big.
Project Commissioner
Project Creator
Team
Account Director: Natasha Hasemer
Creative Director: Clare Stephens
Designer: Matthew Roland Bannister
Illustrator: Grace Lee
Project Brief
For the SS13 campaign, eskimo was called on to highlight WitcheryKids’ focus on international fashion trends, whilst also continuing to build on the brand’s ethos of ‘growing up in style’.
Project Need
Over a number of years, eskimo has built a strong strategic directive for the WitcheryKids brand. The fashion-forward collections, paired with the logistical nature of monthly product drops, required a world-class campaign that heroed the collection and easily adapted to changes in product release.
The use of illustration throughout the campaign helped to achieve a series of highly individual and imaginative images that still worked cohesively as a whole. Notions of discovery and self-expression flowed throughout.
Additionally, as the WitcheryKids label sits within a wider spectrum of Witchery brand departments (Witchery, WitcheryMan and Witchery8fourteen), the campaign needed to successfully integrate within an overarching seasonal concept: Bold Vision.
Design Challenge
A carefully planned process of image-creation was vital to the development of the final campaign. Concept illustrations were drawn prior to shooting and then re-drawn afterwards, helping to achieve a seamless relationship between photograph and illustration. It was important to us that the worlds we were creating were exciting and believable at the same time.
As the campaign launched alongside a new-look Witchery website, we also took the opportunity to utilise newly-available functionality. A set of eight short video loops were shot, illustrated and animated to bring the campaign images to life. These were used online, in eDMs, and on social media.
Sustainability
The design process within the studio was streamlined for sustainability from the use of 100% recycled papers, recycling of print cartridges and other studio materials and the use of low energy and natural lighting throughout the studio.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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