I know I am a bit behind the times on this one, but I like it so much that I just had to mention the Mulberry AW 2012 campaign. It features a Where the Wild Things Are type scene, with a model decked out in fur playing hide and seek with some big, and furry wild things.
There are three things that I like about it. Firstly – its does not take itself too seriously. I am sick to death of moody skeletons with panda eyes draped across furniture equalling fashion advertising. This Mulberry campaign is flirty, fun and although visually beautiful is just a little bit silly.
Secondly is the clever psychology at play. This campaign instantly makes us think of happy childhood times, which means that we then come to feel this emotion and sense of longing about Mulberry itself. It also makes a mental time link – Where the Wild Things Are has been loved by you for 20+ years, which means you will love that Mulberry coat/bag for just as long.
But by far my favourite thing about this campaign is the story it tells. If you look at a few of the images in the series, it’s hard to tell if the model is playing, terrified, leading the charge or just a little confused. Which (if I remember correctly) is essentially what Max went through in the story.
Good work Mulberry.