Retailer Very has launched a back-to-school ad campaign aimed at both parents of school-age children and the kids themselves. The campaign aims to make Very the retailer of choice for all things in the lead-up to back to school by showcasing the hugely positive impact that feeling comfortable and confident in their schoolwear has on kids’ self-belief.
A cinema and online/VOD film called Throne tells the story of Nicholas and his desire to take the coveted back seat on the school bus. The film, created by Grey London, seeks to forge a strong connection with school kids and build Very’s credentials as a lifestyle brand. The campaign forms part of a drive to encourage shoppers to reappraise Very and make it a household name.
A 30-second version of the film is running on video-on-demand channels, with a 40-second cut screening in cinemas. In addition, the film is running on YouTube pre-rolls, with skippable 20-second and 6-second versions. In partnership with Global, some cinemas will also feature bespoke interactive installations to bring the Throne to life.
There is also an Out of Home component to the campaign, using 6-sheet and 48-sheet posters. Championing Very’s charity partner Coram Beanstalk, this will be another OOH first for the brand. From 23 August, in Liverpool, Bristol, and London’s Tower Hamlets, the OOH locations will be embedding Very products into the OOH Bus Shelter units to showcase the true quality of the back to school range, and when consumers buy selected school items, a £1 donation from each product sale will go to the children’s literacy charity, Coram Beanstalk.
In addition, the ad campaign will be reflected in a one-day pop up on the South Bank on 17 August, extending the empowering sentiment to include families who would otherwise struggle to provide new school supplies for their kids.
The pick-up station will offer brand-new school essentials free of charge to those in need.? Open for all to drop-in, the event will be hosted by celebrity stylist Lou Teasdale and supported by former Love Islander and Team GB basketball star Ovie Soko, who will host a basketball challenge where kids can win additional prizes. Great British Sewing Bee winner Juliet Uzor will also be on hand to show kids and parents how to upcycle pre-worn uniforms. As part of Very’s partnership with Global, Heart DJ Dev Griffin and Capital XTRA’s Yinka Bokinni will be keeping attendees entertained with DJ sets.
“Children are excited to return to the classroom,” said Very Chief Marketing Officer, Carly O’Brien. “As a brand, we’re focussing on empowering kids to feel great about themselves. Back to school this year is a big moment for kids and parents alike, which is why we wanted a campaign that resonated with both audiences.
“We know how challenging the costs around uniforms and school supplies can be, so we wanted to help alleviate the pressure on families to make sure that kids feel energised for the school year ahead. As an organisation, we’re committed to helping to reduce uniform poverty, and we will continue to look at ways to support families in the coming years to ensure no children are held back by uniform worries.”