Clothing brand Only, has launched a campaign titled ‘The Only Thing I want is Everything’ featuring its brand ambassador Ananya Pandey. Conceptualised by Brave New World, the film encourages women to avoid settling for a few options and give in to everything that the brand has to offer.
The film showcases Pandey travelling between the digital world and the real one. She is seen flaunting different outfits from Only, with the question ‘Why pick one look?’
Sraman Majumdar, senior VP and executive creative director, Brave New World, said, “The new campaign gives a new visual layering to the brand tagline of ‘The Only Thing I want is Everything,’ by rethinking the creative expression completely. The visual treatment has a rich, saturated, cyberpunk feel, in keeping with its target audience. GenZ consumers expect a certain gloss and spunk in the visual language of the world they inhabit.”
The core thought at the heart of the campaign is the idea that the ONLY girl is a person who doesn't want to settle with just a couple of options- she wants to have everything that is offered to her, with everything on the spectrum. Embodied by Ananya Pandey, the GenZ consumer is someone who is constantly online; She is peppy, fun and edgy and expects to have it all, straddling the online and offline world with equal ease.
The campaign will be rolled out across TV, print, outdoor, and digital.
CREDITS:
CEO and chief creative officer: Joono Simon
VP and integrated business director: Keerthi Raju
Senior VP and executive creative director: Sraman Majumdar
Senior account director: Adarsh Kamath
Account manager: Sunayana Sindhe
VP and senior creative director: Bobby Thomas
Creative controller: Radhika Nataraj
Creative producer: Manan Trivedi
Senior graphic designer: Neha Biluve
Creative director: Tushar Mehra
Production house: Keemaya productions
Producers: Kirti and Shanu
Director: Anish Dedia
