Reserved tells a ‘Beautiful Story’ in its new campaign

Reserved, the most successful Polish clothing brand, kicked off a new advertising campaign on 1 September 2010 with a tagline: Beautiful Story.  The brand that over a year ago revised its logo  turns back to the concept of having recognizable models fronting its marketing efforts.  Reserved’s new campaign features three models: 

• Ania Jagodzińska – a very successful Polish model who had already worked for Reserved in the past and now works for D&G, Donna Karan, Gap, and Tommy Hilfiger;

Reserved print ad with Ania Jagodzińska

•  Tobias Sorensen – male Danish model;

Reserved print ad with Tobias Sorensen

• Karmen Pedaru – a 20-year old Estonian model who also works for Emporio Armani;

Reserved print ad with Karmen Pedaru

The idea for the campaign is that the models tell their personal stories in the ads.  Short interviews with each model were shot and published on YouTube as part of the campaign.  Ania Jagodzinska in her interview describes how it all happened that a girl from a tiny town of Sierpc who didn’t even speak English became such a successful top-model who is now ranked #6 in the models.com ranking.

Tobias Sorensen reveals that he never considered being a model until some guy discovered him while he worked in a jeans store.  He also tells a storyof the scars on his face…

Karmen Pedaru turns out to be a very shy girl who started her full-time modelling career at the age of 18.   At school she used to play football as a goalkeeper… 

Reserved's billboard (frontlight) with Karmen Pedaru

“They used to call me mantis at the high school” – Karmen’s quote that appears as a headline in the ads.

The campaign’s media-mix includes:  outdoor (billboards, megaboards and citylight pannels), TV sponsorship of a talent show called Top Model; magazine ads and internet activities.

Reserved's billboard (backlight) with Ania Jagodzińska / headline: "I never thought I would appear on a billboard"

Reserved’s Beautiful Story campaign was created by a local ad agency called Koledzy and the marketing team of LPP (the company that owns Reserved brand) and the media-planning and buying was delivered by Maxus media agency.  The campaign’s photo session was prepared by AF Photo and phots were taken by Mateusz Stankiewicz.

Reserved's megaboard with Karmen Pedaru on one of Warsaw's skyscrapers & a citylight pannel ad with Tobias Sorensen

As for the internet part of the campaign:  the website – reserved.com – was prepared by an agency called Huncwot and the internet campaign was planned by Cube agency.   The campaign is going to end in December 2010.

Reserved's website for the "Beautiful Story" campaign 2010