M&S Home are an iconic brand who were looking to reset their homeware offering, using aspirational products created to satisfy their varied customer demographic. Each product in their latest range is full of style, quality and value, and seventy7 was tasked to reflect that throughout the campaign.
The client approached us to showcase new products and trends in a fresh way which would target new customers alongside their existing core fashion and food base. This meant that we would need to develop a new creative concept to refresh and retool the evolving M&S brand style. Everything we created needed to work across their online output, instore POS, and had to be instantly visually recognisable.
To create a campaign story around each trend, we started by shooting a range of imagery that covered the living room, kitchen, bathroom and sleep products. Each shot was consistently attainable and aspirational but with livable scenarios that showcased each unique trend and followed the signature M&S Home photographic style. This photography was then complemented by design and copy that could enhance and tell these stories whenever they were used in store and online.
Each decorative style is inspiring and attainable, thanks to our expertly curated imagery and first-class creative ideas. We worked hard to source locations that represented the feel of real homes, not photographic sets.
We ensured that on location we maintained our high standards, exceeding every Covid regulation while we shot the Spring 2021 campaign through the autumn. The procedures we put in place meant everyone could stay safe while capturing products in real world settings that invited customers into an M&S home.
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