Brief: Alfred Dunhill wanted to create a series to present new season ranges, in a way that had a clear point of difference to fashion campaigns, and communciated the brand's values.
Our Response: Stylised interviews with real, outstanding men such as John Hurt, Jamie Hewlitt and Don McCullin. The honesty and authenticity of the films elevated the series above traditional fashion film as we revealed their inspirational stories and personal musings on life and success. The campaign, running alongside David Sims’ stills campaign, ran for 5 seasons.
Outcome: The campaign was a huge success for the brand, running across 5 series and achieving more than 4 million views on YouTube & Youku. We undertook an industry first partnership with Aurasma, using the films for augmented reality in print & OOH campaigns. This integration led to a 200% uplift in sales of featured products, delivering a fantastic ROI for the series.