Crimes against fashion will not be tolerated in yd.’s new OOH campaign
Men’s retailer yd. is encouraging Aussies to ‘Suit Up’, with a number of reality TV celebrities starring in its latest out-of-home (OOH) campaign.
The campaign challenges Aussies to hang up their trackies and instead make more bold fashion choices this event season.
According to research by lifestyle marketplace Unbound, 81% of consumers prioritise comfort ahead of style in their fashion choices, so yd. hopes to embrace the power of dressing up without compromising comfort, showcasing its latest range of suits.
MAFS power couple Evelyn Ellis and Duncan James, Gogglebox’s Adam Densten and Symon Lovett, and Luxe Listing’s Gavin Rubinstein and Simon Cohen feature in the campaign, across three creative scenarios where they wear something ‘un-suit-able’ for an occasion.
More than 800 OOH posters and billboards across Australia will see the reality TV stars ‘wanted’ for failing to ‘Suit Up’ – with the brand aiming to remind Aussies that event season is fast approaching, and crimes against fashion will not be tolerated.
Head of marketing and creative at yd., Jeremy Taylor, said: “As one of Australia’s leading fashion retailers, yd. is known for our innovative campaigns that remind Australians that fashion is all about self-expression, confidence and making a great impression.
“This ‘Suit Up’ campaign uses street posters supported with a robust digital plan in a creative way to remind consumers that we are the go-to brand for event outfitting,” Taylor continued.
“We had a blast working with this bunch of hilarious reality stars. We love that they – like us – don’t take themselves too seriously!”
To encourage consumer engagement in the campaign, yd. is offering a chance to win a cash prize of $10,000 with the purchase of any suit from yd.’s range before 31 October.
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say