Showcasing the multi-tasking nature of a magazine title, H&M has called on ELLE magazine to launch its first Australian-created brand campaign since launching Down Under earlier this year.
Rather than going down the typical route of hiring an ad agency, ELLE magazine has created the brand campaign as well as a native content series for the fashion store. Starring model and actress Charlotte Best and her boyfriend, TV chef Andy Allen, the campaign was styled by ELLE Australia style editor Dee Jenner and shot by Bauer Media photographer Kristina Soljo.
“It’s an honour that global powerhouse H&M chose to work with ELLE Australia to develop their first locally designed and shot brand creative,” says ELLE Australia editor-in-chief Justine Cullen.
“The ‘H&M Love Spring Racing’ campaign has a dynamic feel that really encapsulates the modern, fresh spirit of both our brands. I also love the intriguing backstory, with the creative featuring real-life love interests - Best and Allen.”
The multi-channel campaign rolls out this week in Men’s Style Australia and ELLE Australia, with digital activity and in-store creative also hitting stores in Sydney, Melbourne and Brisbane.
Image: Instagram.com/ElleAus
