We were tasked to develop a campaign that encouraged re-appraisal of the M&S brand by showcasing stylish product with surprising best in class quality in a single minded, confident and contemporary manor.

Our ambition was to celebrate British women – to capture a diverse range of British ‘women of style and substance’ – whilst also celebrating the beautiful clothes. The creative idea took the visual feast of Vanity Fair covers as inspiration. Every shot would make heroes of our clothes and our cast. It showcased the stunning design only available at M&S, a brand at the heart of modern Britain.

• It generated £4 million worth of PR

• The share price rose by 1.4pc

• The launch video posted on Facebook achieved 11 million hits & 500,000 downloads within three days while 17,000 consumers clicked through to the womenswear page on M&S' website, representing the firm's best ever response to a post.

• Advertised product sold out.

The ads ran in 96$, 48$ and mega 6$ outdoor formats. It also ran in press – first as special bound-in inserts with 3 consecutive DPS’s, and then as consecutive or triple DPS insertions