US Sydney launches new look DFO
This week, Colonial First State Global Asset Management (CFSGAM) will launch a multi platform campaign for DFO (Direct Factory Outlets). The integrated campaign developed by US Sydney and produced by Viscious Digital, will appear across television, print and outdoor, and is being brought to life online via Facebook.
The campaign storyline follows a main character, Zoe Walker, through the ups and downs of life, dressed (of course) in DFO fashion.
“DFO have some of the trendiest brands available so it makes sense for them to look and sound like the youthful, fresh advertising those brands make”, copywriter Archana Murugaser said.
Executive Creative Director Josh Moore added, “We’re very proud of this campaign. It uses Facebook in the way it was meant to be used. It’s engaging, fun and talks to the youth market in a language they speak.”
The new campaign follows CFSGAM acquiring 4 of the DFO outlets late last year and marks a new direction for the centres. George Karabatsos, Head of Retail Operations at CFSGAM stated, “Online Community Research undertaken on the DFO brand in late 2010 by Latitude Insights, identified two barriers to shopping at DFO: Consumers were uncertain about what was in stock and non users didn’t believe they could find a fashionable outfit. These barriers represented the opportunity to re-position the DFO brand.”
Television ads go to air on Sunday, 26th June in Sydney and Melbourne alongside an integrated campaign, including the Facebook activity.
Credits:
Client: CFSGAM
Agency: US Sydney
Executive Creative Director: Josh Moore
Deputy Creative Director: Chad MacKenzie
Art Director: Chloe Banicevic
Copywriter: Archana Murugaser
Agency Producer: Sacha Moore
Account Director: Vittoria Faro
Production Company: Viscious Digital @ Luscious
Director: A Viscious collaborative.
Executive Producer: Andrew Morris
Producer: Sophie Thiellon, Lawrence Foster
DOP: Alex Dufficy
Editor: David Colin
Music: Mitzi “All I Heard”
Music Supervision: Nathan McLay @ Future Classic
24 Comments
the writer of this campaign is fully sick
Nice work girls….looks schmicko……and i bet that track would make my monkey dance too.
Saw this on TV, really cute.
Great spots guys…. the shots are really nicely composed. i’d say both the director & DOP have a good set of eyes.
Really fun and a new way to integrate FB into above the line. The male cast is also hot which is a plus for all the single ladies out there.
trendy fail
Only good looking people are invited to parties.
Cooler ad for ‘Vinnies’.
Nice one Josh
Cool soundtrack. Nice shots. Good looking people. Trendy win in my books.
Good effort but would anyone really follow a fake person with fake facebook updates?
Its a standout from other campaigns right now. Love it.
What a pile of crap. This shows everything that is wrong with kowtowing to the infatuation with social media.
Since you are using TV anyway, why not just do one that is good?
June 28, 2011 10:22 AM, You must be outside the demographic – I know when electricity and phones were invented people hated them too.
Trendy people don’t shop at DFO.
If you going to make content, make it interesting. Thats right take BIG risks. Who except for the marketing dept and agency are going to be friends with this fake vanilla milkshake? Lame idea lame execution – the food looks better than the clothing.
Trendy people dont say trendy.
Doubt many will bother with the Facebook link, but it’s a fun energetic spot for what could be a boring as hell retail discount client, so I like it.
And I love the soundtrack, nice find.
Great idea – the kids will love the tagging thing.
Music’s pretty middle of the road though – kinda mum music.
And you don’t need the facebook thing.
So it’s almost good.
Amazing for an extremely retail based client.
what the hell is that 4×3 cut 14sec in???????
Please- a comment from someone not involved in making this crap!!
Oh jesus Christ… it’s just like the movie Catfish.
A fake little family.
Fuck.
Why the fuck does every marketer want Facebook integration these days? It waters down ideas and complicates things enormously.
Do something worth talking about and it will end up on Facebook naturally. Like Mustafa for Old Spice.
FB should be the byproduct of a good campaign, not the reason it exists.
can they get more freakin ‘youth marketing’ clichés in please? kids laugh at this crap..