“We are the Belgian department store that offers current fashion – and much more – on the shelves. Each member of the family can find what they are looking for with us.” Elly Zwinnen, Director of Merchandising and Marketing at INNO.
In addition to this emotional hook, great attention was also also focused on the festivities surrounding the 125th anniversary and to consistency within the stores. To magnify this anniversary, DDB has imagined a merchandising concept that keeps a perfect balance between fashion and celebration.
Both campaigns have been translated into a social media approach that will be visible on all the brands social networks over the next 2 months.
Kwint De Meyer, Creative Director at DDB, explains: “It was not easy for the agency to find the rhythm of the shop floor. But through the combination of the emotional insight that everything in fashion returns, and the festive fireworks of pampas grass decoration in the stores, we have succeeded in really involving the customer in INNO's birthday celebrations.”
For this campaign, DDB worked with Jef Boes, who has already put his name on a number of campaigns for INNO. For this timeless campaign, the models were dressed in clothes and accessories that are more fashionable than ever today, but were also fashionable many years ago. In this way, INNO shows that it has always at the forefront of fashion and thus remains relevant. Doing so, for 125 years! It deserves a celebration.
For visual merchandising, DDB worked with Noortje Palmers.
The campaign will take place in May and June and will come to life on social networks, YouTube, out of home, and of course in the 17 points of sale.
Creative Director: Kwint De Meyer
Creation: Antoine de Bellefroid, Yannick Pringels, Nicolas de Beaufort
Design: Glenn Vanhasselt, Gael Fouquet
Social Creative : Ellen Potoms
Strategy: Fiona Boyle
Account team: Alice Platteau, Lore Desmet, Marine Gasztonyi
Mac Artist: Patrizia Secci, Lea Leborgne, Vanessa Claes
Photography: Jef Boes
Photography: Noortje Palmers