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Campaign concept for national newspaper insert

Using existing brochure photography

Campain concept Boden
The client


The challenge

We’d just created a new strapline for Boden. They loved it. So they wanted us to do more. As a follow up, we were asked to create a concept for an insert campaign for the national press. Trouble was, we had to use existing photography. The aim was to recruit new customers and help the strapline take hold.

The solution

We picked up the Boden tradition of naming its models and made the most of it, making them the hero of the shot - along with the product. Each headline implied a story behind the photograph - hinting at what was going on and increasing the human connection with our audience. Finally, we made sure all the copy led back to the Boden brand.  

The writing

Belly laugh by Simon, Mark and Liam.


Boys’ bathers by Boden.


Good times, great clothes.


The results

No data, but the client commissioned a booklet using the same concept soon after. so we have to assume the campaign went well.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: Design House

Client: Boden

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