How do you make the clothes the hero in a TV campaign that appeals to a core audience of 60-somethings and also a younger demo? Let’s show Floridians enjoying their lives in clothes that they love.
We needed to rejuvenate the Bealls brand with a fresh campaign that got people talking about this Florida-founded and family-owned store. The TV campaign portrayed Bealls in a refreshingly new and exciting light.
Work Before The Work
For this work, we dove deep and conducted extensive focus group sessions in multiple cities that revealed a surprising truth: one of the brand’s most compelling attributes—being Florida founded and family owned—was virtually unknown.
More importantly, we discovered this fact made customers appreciate their “local Florida store” even more.
In addition to fashion, the star of the spots is Florida. We spent a week filming all around Florida’s West Coast to showcase the beauty of The Sunshine State. Our talented crew rolled up their sleeves (and pants) to jump in the water during our fourteen-hour shoot days in 90-some degree heat. Demonstrating that they’d do whatever it takes to create a stunning and effective campaign.