that's right, dressbarn. got a problem with that? (ahem… pottery barn… pizza hut… radio shack.) dressbarn happens to like its name. it has history. and authenticity. so rather than shy away from the elephant in the room, we took the bull by the horns and embraced it, even beat our chests a bit. (animal references intended) again, the objective was to get the fashion illuminati's attention, change perceptions of the brand and, in doing so, acquire new customers.

photographed by patrick demarchelier, this campaign outperformed expectations by 18% with 67.9mm impressions, saw a 19.7% lift in brand favorability, and accounted for 93% of new visits to dressbarn.com, which was 108% above average.

oh and, chrissy tiegen liked it. and posted about it. to her 14.8 million followers.

role: creative direction, visual identity, brand voice, copywriting

mediums: print, ooh, dtc, experiential, paid and organic social content