Littlewoods asked us how best to celebrate their 80th anniversary with their ‘face’ Coleen Rooney. A party would’ve been too predictable, wouldn’t have got coverage and we might’ve shown ourselves up so we go thinking.
Over the decades Littlewoods has informed and influenced the wardrobes of women all over the UK, presently as an online retailer, but its heritage lies very much in its famous catalogue.
We hit the archives and selected an iconic cover from each decade to recreate with Coleen for a fashion shoot with a retro twist. And because it was Littlewoods’ birthday only the best photographer would do: cue Terry O’Neill, legendary fashion and portrait photographer who has worked with everyone from Audrey Hepburn, Kate Moss and The Beatles.
The results of the collaboration were impressive. We secured Littlewoods’ dream piece, a DPS in the Daily Mirror, with a sweep across all their other target titles including The Sun, Daily Mail, Daily Express, Daily Telegraph, Evening Standard and Daily Star and a TV piece on Lorraine on ITV, plus the likes of Reveal, Closer, Cosmopolitan, OK!, MSN Style and Hello. The campaign also proved a big hit in the Littlewoods heartland of the North West with features in The Liverpool Echo and Manchester Evening News. Oh, we almost forgot Marketing. Perish the thought!