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Ogilvy lightens workplace stress in Allen Solly's new campaign

The film takes a fresh approach to the casual sophistication of the Friday Dressing concept of the brand

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Ogilvy lightens workplace stress in Allen Solly's new campaign

Ogilvy lightens workplace stress in Allen Solly's new campaign

The film takes a fresh approach to the casual sophistication of the Friday Dressing concept of the brand

BestMediaInfo Bureau | Mumbai | October 20, 2011

publive-imageOgilvy & Mather has conceptualised a new campaign for apparel brand Allen Solly. For nearly a decade and a half, Allen Solly has been championing the concept of 'Friday Dressing', adding a touch of casual sophistication and style to work wear. The core message of the film and the brand's outlook on life are both summed up in the line 'Adios stressing, hello Friday Dressing'.

The film, done in the form of a musical, is directed by New York-based director Marc Wilkins, arguably one of the hottest directors in the international scene today. It is one of the first commercials in India to use the Acapella form of music, where all instrumentation is done by human vocal chords. Mumbai based Nomad Films is the producer of this commercial.

Sooraj Bhat, Brand Head, Allen Solly, Madura Garments, said, “The brief was to establish the Allen Solly brand value of being relaxed at work. The brand's vision is to lighten up the work place. Keeping consumers in mind, besides TV, we have taken the online route with activation on YouTube and Facebook.”

Explaining the campaign concept, Simmi Sabhaney, President, Ogilvy Bangalore, said, “The creative idea came from a universal human truth, that what we wear hugely influences how we feel. So, if you are clad in Friday Dressing, you are bound to be infused with the spirit of Friday on any day of the week. This lightness is infectious, and can result in an office full of happy people loving what they do, and doing a great job of it.”

Speaking on the film, Joono Simon, Executive Creative Director, Ogilvy Bangalore, said, “This is the story of a happy office where everyone dresses every day like it is a Friday. That is, they are smartly coordinated in stylish work casuals from Allen Solly, which means it removes all stress, and gets them to approach work with a relaxed frame of mind.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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