M&S Anything but ordinary.
The insights were cutting. M&S, perceived as ‘Out of touch’, ‘Too old for me’, ‘Boring’, ‘Beige’. We needed to ‘stop people in their tracks’ and provoke them to reconsider M&S. ‘Anything but ordinary’ was a platform to honour the brand’s founding principles; to bring quality, choice and style at a price that most can afford. A platform to amplify product stories and style credentials alike. Hailed as a changing point for the brand, this platform has run for numerous seasons and still going strong.
Created by Sally for M&S whilst working there in-house.