North East creative agency breaks into the international market
Newcastle based creative agency, Cravens, has expanded with the opening of an office in Dubai after winning its first UAE client.
The company was tasked with the launch of new fashion watch retailer, 1915, from Ahmed Seddiqi & Sons, into the Dubai consumer market. The brief was to appeal to the fashion followers of the nation and to tease them with the arrival of a new fashion brand, building up to the launch of the first stores in Dubai, Abu Dhabi and Fujairah.
Steve Carroll, creative director at Cravens, said the thought behind the campaign stemmed from the idea that you can have more than one watch in your collection, matching them to outfits and occasions.
He said: “The campaign was carried out in two phases: a teaser and then the reveal. We created an eye-catching visual of fashion models with super long arms, which were empty during the teaser phase, accompanied by the headline ‘our time is coming’. We displayed these images on some fantastic posters on a high level bridge, as well as in key fashion titles.
“Closer to the launch of the store the ads and posters changed to reveal the range of stylish watches and the line ‘our time has come’. The campaign had the feeling of creating a fashion movement – the ads looked stylish and intriguing and, backed by social media activity, created a buzz around the store launch.”
The visuals for the ad were shot by award-winning North East fashion photographer, Mark Westerby, and fashion models wearing the season’s hottest looks. Poses were also shot in different styles to work with the fashion seasons throughout the year, keeping the campaign fresh and current.
Mr Carroll added: “We are very happy with the resulting campaign, and feel it really reflects the style of the brand and appeals to the market we were aiming for.”
Phil Coverdale, managing director at Cravens, is delighted about the company’s expansion. He said: “The opening of the new UAE office gives us a fantastic opportunity to apply our skills on a wider international scale.
“The marketplace in the North East and the rest of the UK may be tough at the moment; however the talent in the region, and at Cravens, has never been better.
“Our new venture in Dubai is a key part of our plan to continue to develop work that is professionally and commercially rewarding.”
For more information on Cravens please visit www.cravens.co.uk.
For more information, images or interview opportunities please contact Samantha at Hundredth Monkey on 0191 230 3100 or email Samantha@hundredthmonkeyuk.com.