For the Mark’s holiday campaign, there were 2 primary creative challenges: 1. Align the creative to the new approach developed for the Fall 2021 campaign and 2. Rethink the format of the OLV creative in order to improve the ad-recall metric.

After reviewing the research into recall, I started to think of new and exciting ways in which we could showcase the OLV and the potential different approaches we could take that would be in line with the brief. Questions we asked ourselves were - Could this be done through editing or is it by bringing a narrative to the video by making each talent into more of a character so that they become more memorable?

We concluded that we could bring all things simple to life by showcasing the talents individuality. Giving the OLV’s a narrative bought the campaign to life and gave the viewer a visual story that resonates, by being able to showcase wearing who they are. Essentially, it's the essentials that they choose that get them.

We also edited the OLV’s in a modern ‘TikTok’ style, which helped with recall and attracted the relevant audience. The video was broken down into a 30s, 15s and various 6s edits.