Working Style is experiencing a lot of success with its savvy new advertising campaign 'They’re Wearing Our Gear Here’. Its latest print ad came third in the January/February round of prestigious Glossies, beating some of the country's top agencies. You would expect a campaign like this to come from a top creative advertising, but Working Style is bucking the trend with this one. Warning: the following material could make agencies very, very afraid.
The campaign is totally owned and driven from within Working Style, largely by Chris Dobbs. The risky, and somewhat rare, idea has been an organic process of development with many staff, not to mention family, involved. Photographer Mark Smith, graphic designer Nicola Croft and stylist and art director Ally Rodwell are just a few of those who helped collaborate on the creative idea, styling the shoots, sourcing talent, and writing the copy. Actually Dobbs's wife Penny wrote the copy.
Then it gets really crazy. Instead of using fashion models in the campaign, Working Style has opted to feature real people. The campaign centres around New Zealand men who are making their mark in their chosen industry overseas – whilst wearing Working Style, naturally. The established menswear brand takes its inspiration from quiet, unaffected achievers and the men featured in the advertisements further cement this brand value.
"It has been a fantastic project to be a part of – we have been to some interesting places and I’ve loved working with these guys in their environments, doing things they love but with a real connection to home still," says Rodwell, who styled the shoots.
"People have really noticed it and have been nothing but positive."
The campaign confirms Working Style’s reach across the globe, so far featuring:
- Rene Vaile. Photographer, shot at Bronte Beach, Sydney.
- Leighton Norman. Manager of Institutional and Corporate FX Sales Commonwealth Bank, shot at Bourke St, Melbourne.
- Isha Walsh. Curator, shot at Wilshire Boulevard, Los Angeles.
- Campbell Smith. Shot at The El Ray Theatre, Los Angeles.
With plans to travel to London for shoots in August this year, the campaign shows no signs of slowing down in celebrating the achievement of New Zealanders overseas. The imagery brings an international sartorial flavour to the retailer’s advertisements whilst still retaining the Working Style ‘feel’.
Chris Dobbs, creative director
Penny Dobbs, copy writer
Ally Rodwell, designer, stylist & art director
Mark Smith, photographer
Nicola Croft, graphic deisgner
So far the campaign has appeared in Metro, Art & Object, Denizen, Pilot, Ponsonby News, KiaOra (Air NZ), North & South, NBR, M2, and NZ Weddings.
(The title of the tapestry art hanging behind Isha Walsh is Sundowner by artist Pae White, in case you were wondering, with Ally Rodwell the ghostly figure in between it and Isha Walsh)