SIMPLY BE – TOV
Simply Be are the UK’s leading fashion retailer for women with curves. With everyone, from H&M to ASOS, joining the plus-size conversation, they wanted to lay claim to their credentials as the original, and best. To super charge LOVE's fresh art direction approach, I developed a defiant tone of voice, centred on statement-making and provocative manifestos. As the ultimate riposte to rival brands, we brought a new positioning, ’We Are Curves’, to the heart of their 2017 campaigns. As lead copywriter on the account, I've taken their tone of voice from background noise to the main event, with the most recent TV & press campaign being led by copy for the first time.
Design/Art Direction: Chris Myers, Charles Grant
Tess Sweeney, Jen Madden
Copywriter: Ellen Ling
Account Manager: Charlotte Owen