JWT & Girl: Harris Scarfe reawakens its va va voom

It’s fair to say that Harris Scarfe is not top of mind seen as a retail destination.

Now the Australian department store has seen an opportunity to establish itself as the “in” place for 40+ Australians to shop. To do that, it has released a major new apparel range called The New Easy Wear Edit. And JWT has created its first multi-platform campaign to support the launch.

It is also one of the first campaigns that J.Walter Thompson has created under its new alliance with Girl. Girl’s founders, Elizabeth Wilmott and Jo Talbot, are the creative directors on the campaign.

Michael Godwin, JWT Managing Director said: “It highlights a key reason why the alliance makes so much sense in enabling us to provide clients like Harris Scarfe with access to true fashion category experts in Elizabeth and Jo. We’re really proud of the work and are confident it’ll play an important role in the success of this exciting new range.”

The upbeat style of the executions has been integrated into TVCs, digital media, social media, content, influencer support, plus Instore POS and VM.

Simon Burrett, general manager of marketing at Harris Scarfe, commented, “The New Easy Wear Edit range has been curated with our customer firmly in mind, offering a great quality range of fashion classics for men and women. These customers have a strong sense of their own style. We wanted this sense of self-confidence to come through in the work and we are thrilled with the campaign.”

Credits:

Agency: J. Walter Thompson

Creative Directors: Elizabeth Wilmott & Jo Talbot

Group Account Director: Brittany Wickes

Account Director: Melissa Pritchard

Producer: Katherine Muir