LONDON, UK — Hybrid production company PRETTYBIRD has launched a new fashion campaign for Oxfam as part of a global movement of millions of people working together to end poverty. Directed by Lucrecia Taormina, the stylish campaign film celebrates the brand’s heritage in second-hand clothing and strengthens its place at the forefront of this fast-growing market.
Produced by creative agency Dentsu Creative, the film shows a young woman wondering what to wear for a night out before she realizes that Oxfam is the answer and takes to the catwalk in a succession of different outfits available from the charity.
The visually arresting advert uses a motion-tracking VFX technique to alternate through different styles without the model breaking stride, showcasing Oxfam’s timeless styles through the decades. It ends with the line “75 Years of Second-Hand Style.” The campaign comes at a time of fast growth for the second-hand clothing market, with consumers looking for more affordable items and less damaging to the planet, particularly in contrast to the fast fashion industry.
With its established heritage in second-hand fashion, built through its shops and online store, Oxfam is both an originator of the market and one of its leading brands. Stylist Celia Arias sourced every look in the film from the Oxfam Online Shop, and all were returned as purchasable stock.
As one of the founding members of the Ad Net Zero initiative, sustainability is a core objective of the Dentsu network. Dentsu Creative therefore took on this campaign performing the creative and account management services pro bono, while working with director Lucrecia Taormina and production company PRETTYBIRD to achieve the stylish look and feel. The film will run across digital and social channels.
This is the first advertising campaign directed by Lucrecia Taormina since she signed with PRETTYBIRD in August. Lucrecia’s star has been in the ascendant as a director to watch since she won the Best Pop Newcomer award at the 2019 UKMVA’s.
Lucrecia Taormina commented, “When I received the brief, I was instantly drawn to it, as it had a focus on Oxfam’s fashion. I was inspired and excited by it; having the opportunity to showcase not only the past but the future of Oxfam. So I created a story combining both (past and future) by assembling beautiful clothes from the ’50s to 2000s (We had a total of 27 looks) thanks to the amazing stylist Celia Arias and swapping them using a locked-on stabilization effect. The amount and rhythm of the outfit changes were determined by the fast-paced tempo of our techno track. So for every high beat, I had to work out how many outfit changes we needed for that specific era so we could plan every detail of every look. I was always certain that in order to shake up a bit the category we needed to have a techno beat at the center of this idea and a super musical edit, which my editor Ross Hallard did an incredible job at.”
She furthered, “The aim was to build a narrative that was charged with Gen Z authenticity, desirability, and modernity pivoting around the 75 years of Oxfam stores. Portraying second-hand fashion as high fashion. I was really lucky that I had the agency and especially the creative team Will and James’s full trust and support in creating a story that was totally different from what we normally see in the category. And I also had my production company PRETTYBIRD; Benji Landman, Paulette Caletti Enrique Soares Da Silva, and everyone at PRETTYBIRD offered incredible support throughout. I think the result ended up being something pretty unique.”
Oxfam Head of Retail Marketing Rachael Huttly said, “Oxfam has been selling second-hand fashion for more than seven decades, offering generations of UK consumers a way to shop sustainably for all that time. It’s so encouraging to see that second-hand is being embraced by increasing numbers of future-focussed shoppers, searching for stylish, affordable clothes that are doubly feel good as they help to protect the planet while raising money for a better and more equal world without poverty.”
Will Wright and James Morgan, senior creatives at Dentsu Creative, said, “It’s not often you get to bring the worlds of fashion and environmentalism together, so naturally we jumped at the chance to work with Oxfam. It’s been a collaborative effort from the very beginning and the talents of so many have made something that seemed impossible happen. We couldn’t be happier with the outcome.”
CREDITS:
Oxfam | 75 Years of Style
Featuring Kamila Iskairova
Client: Oxfam
Head of Retail Marketing: Rachael Huttly Marketing Manager: Jen Gale
Ecommerce Marketing Executive: Stephanie Shaw
Agency: Dentsu
Executive Creative Director: Simon Lloyd Senior Creatives: Will Wright & James Morgan Producer: Alexis Myers
Producer: Nicky Davison
Account Director: Raffi Churcher
Strategy Director: June Fong
Production Company: PRETTYBIRD UK Director: Lucrecia Taormina
Co-founder/ Executive Producer: Juliette Larthe Head of Production: Fiona Bamford-Phillips New Business Rep: Shiara Miranda
Executive Producer: Paulette Caletti
Producer: Benji Landman
Production Assistant: Enrique Soares Da Silva
1st AD: Joe Mulvihill
Runner: Aljoe Joby
Runner: Clara Coudoux
Casting Agency: Lane Casting
Casting Director: Hannah Ashby Ward
Director of Photography: Jack Reynolds Focus Puller: Chris Starkey
Clapper Loader: Callum Reeves
Grip: Aubrey Pascoe
Video Playback: Dayo Olufemi
Gaffer: Shaun Waldie
Electrician: Charles Power
Electrician: Peter Kehoe
Stylist: Celia Arias
Stylist Assistant: Laura Clee
Makeup & Wig Designer Natasha Lawes Hair/Make-up Artist: Kamila Forini
Production Designer: Fred Allsop
Editor: Ross Hallard
Edit Producer: Tatyana Alexandra
Edit House: Trim
Colourist: Luke Morrison
Grade Producer: Oliver Whitworth
Grade House: ETC
VFX House: Unit
VFX Producer: Tania de Sousa
VFX Artists: Ian Baker and Rob Ellis
Sound Designer: Seb Bruen
Sound House: Finger Music
