10 YEARS WITH YOU.
10 YEARS ABOUT YOU.
ABOUT YOU turned 10.
The brief: use the milestone to re-sharpen what the brand stands for, translate that thinking into a creative strategy and concept the whole organization could rally behind, and bring it to life on screen: four TV spots built around real, everyday people.
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THE BRAND ESSENCE HELD UP.
WE JUST HAD TO SHARPEN IT.
PURPOSE
APPROACH
WHY WE DO WHAT WE DO
It should feel great to show yourself through fashion — in a fair way. Even if your way breaks the norms.
HOW WE GET THERE
Every touchpoint should feel like a shared moment with the brand, not a transaction to get through.
OUTPUT
WHAT WE OFFER
A personalized fashion experience that reflects our customers' lives and tastes, and inspire it a notch up.
COOL AND INSPIRATIONAL. BUT NOT ALWAYS RECOGNIZABLE.
Research showed the brand was landing as bold, cool, and young — but sometimes too edgy to feel relatable, and our core audience saw little of themselves in our communication. The opportunity: stay inspirational, but close the distance to real life.
8%
13%
19%
22%
24%
21%
30%
36%
Metropolis
Medium city
Small town
Rural
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16-24
25-34
35-49
15%
41%
44%
Age group
Loyal, pleasure-driven buyer
Total
Where our audience is
Where we are
INSPIRATIONAL
AUTHENTIC
WE CONNECT TO OUR AUDIENCE BY REDEFINING THE 'YOU' IN ABOUT YOU.
WE MAKE OURSELVES SO RELATABLE TO OUR AUDIENCE, THAT THE MORE THEY INTERACT WITH US, THE MORE THEY SEE THEMSELVES IN US.
THREE STRATEGY PILLARS BEHIND EVERY INTERACTION
AUTHENTIC AND INSPIRING
We draw inspiration from real people: their environment, experiences, and fashion style — and take it a notch above. We encourage & cheerlead them to try something new. When we talk about inspiration, it extends to people's versatility, attitudes, emotions.
HOLISTIC VIEW ON DIVERSITY
We promote diversity that feels seamless and relatable. From factory workers to single moms, mainstream families and suburban girlhood charm. The weird, the quirky, the normal. We spotlight each person’s characteristics and eccentricities through fashion.
ADDRESS PEOPLE AT EYE LEVEL
We strike a personal chord with our audience across every communication touchpoint. Our brand tone is fun and accessible, ensuring that the essence of our strategy — relatable, inspirational, and personal is consistently reflected.
CREATIVE CONCEPT
10 YEARS WITH YOU.
10 YEARS ABOUT YOU.
When we picture heroes, we imagine extraordinary powers. We overlook the people whose everyday lives are a constant juggle: finances, work, family. Those who show up for the people around them anyway. For the 10-year anniversary, ABOUT YOU gives these everyday heroes the spotlight, becoming the enabler that makes their lives a little easier, and a little more colorful.
Fashion stays in frame. It's never the subject. The camera follows people living their experiences — the clothes are simply what they're wearing while it happens. No matter how banal the moment, we capture the essence of the person in it.
CAST FROM THE STREETS, NOT THE AGENCY.
No professional talent. Every face in the four spots is an everyday person, discovered off the street — the mother, the father, the best friend, the postman. If the campaign is about recognizing yourself in the brand, the people on screen had to be real enough to recognize.
1/3 BEST FRIENDS
2/3 THE POSTMAN
3/3 FATHER LOVE
CREDITS
CREATIVE DIRECTOR
Benjamin Beck
DIRECTOR
Marko Roth
ART DIRECTOR
Zeynep Ok
Alessandra Hilger
Marie Schmitz
Laura Czyzewski
COPYWRITER
Riya Dosani