Allen Solly has unveiled a new campaign to take forward the concept of ‘Friday Dressing’. The new film, aims to infuse the casual spirit of a Friday on any day of the week and make work less stressful.
The film, shot in the form of a musical, is set in an office where employees dressed in casual work clothes join their colleagues in singing and dancing to do away their work related stress. In between their revelry, the boss walks in to complete the sentence, “Work seems like pleasure, when you are dressed like it’s a Friday” with “So, adios stressing” and joins them in their celebrations. The film ends with all employees going back to their work as a voiceover announces, “Adios stressing, hello Friday Dressing.”
Noting that the brief given to the agency was to show that Allen Solly lightens up the workplace with its line of casuals-to-work called Friday Dressing, Sooraj Bhat U, brand head - Allen Solly, Madura Garments feels that for this film, they felt that an international cast would be more appropriate.
Elaborating on the thought the new campaign, Simmi Sabhaney, president, Ogilvy Bangalore said, “The creative idea comes from a universal human truth, that what we wear hugely influences how we feel. So if you are clad in ‘Friday Dressing’, you are bound to be infused with the spirit of a Friday on any day of the week. This lightness is infectious, and can result in an office full of happy people loving what they do, and doing a great job of it.”
Speaking on the new film, Joono Simon, executive creative director, Ogilvy Bangalore added, “This is the story of a happy office where everyone dresses everyday like it is a Friday. That is, they are smartly coordinated in stylish work casuals from Allen Solly. This, of course removes all stress, keeps their spirits high and gets them to approach work with a relaxed frame of mind.”
Agency: Ogilvy & Mather
Client: Madura Garments (Allen Solly)
Creative: Joonno Simon and Deepak Joshi
Account management: Deepika Tiwari and Richa Sarma
Account planning: Ramesh Kumar and Sreenesh Bhat
Director: Marc Wilkins
Production house: Nomad Films