Campaign details
Brand: Marks & SpencerClient: Marks & SpencerAgency: Y&R London
Summary
In a year when feminism was making headlines again, M&S needed to show that it 'got' modern women to turn around five years of consecutive sales decline in womenswear.
To gain maximum impact, we chose a time of year when, for a retailer, the stakes couldn't be higher: Christmas. And we doubled down by directly subverting one of the most beloved and cherished Christmas conventions, the Santa Claus myth. And we did it despite what women were telling us in qualitiative research, not...