Advertising Campaign SS 16

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The s.Oliver Group is a leading European fashion company. From humble beginnings as a small boutique in beautiful Würzburg, the company has since grown to become one of the leading European lifestyle brands for men, women and children. s.Oliver invited The Gaabs to develop an advertising concept for a brand campaign that would bring s.Oliver Casual, s.Oliver Denim and s.Oliver Premium under the same umbrella.

The Gaabs identified that s.Oliver is more than a fashion label. It is an aspiration. An attitude and lifestyle that brings people together. Keen to emphasise and foster the positivity of friendships and families that run throughout s.Oliver’s brand ethos, The Gaabs devised a brand campaign to celebrate that sense of belonging and those intimate moments shared between friends.

“We are friends. We are family. We are s.Oliver.”

The lightness, zest, and subtle everyday celebrations that arise from friendships formed the narrative for the campaign. The Gaabs devised unique image concepts that played on the nuances of these intimate relationships. The imagery designed to resonate in the singular, but also fits seamlessly within the chorus of the other collections.

01 s.Oliver Denim

02 s.Oliver Casual

03 s.Oliver Premium