SUM has launched a global advertising campaign for Hackney Walk, a brand new outlet village in the heart of East London showcasing heritage brands such as Aquasctum and Burberry.
Following a new brand identity, a brand strategy and brand positioning SUM was tasked with developing a strong and differentiating campaign message that embodied the brands values and personality.
The creative direction is truthful to the brand positioning and is shot entirely in black and white celebrating the heritage brands around which Hackney Walk scheme is built.
Conscious of portraying East London’s feel and attitude in its background, the focus is on the product and the tasteful and creative direction of the composition.
To provide authority to the campaign the choice of talent was of key importance. SUM cast models Theo Neilson and Burberry model Misha Hart. Shot by Nick Dorey, Hair is by Neil Moody and Makeup by Lucy Burt.
Digital and Social media activation features a series of films also shot in black and white following the creative direction set out by SUM.