An immersive platform for ideas and innovation

 

THE INSIGHT

Back to School searches had grown 45% year on year… and no-one was owning that moment, yet. By owning the Back to School moment, M&S reinforced that it is the best for every milestone. To do this, we addressed parents’ needs, but also establish an emotional connection with kids and parents.

 

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INVENTORS WANTED 

By providing rich, engaging content that appeals to both parents and their children, we help to address parents’ emotional concerns and begin to build a relationship with them that is more than just transactional. We launched a nationwide search for inventors, asking parents and children to submit their ideas for the next school uniform innovation. The winners had the chance to meet an astronaut, touch a moon rock, stand under the largest rocket ever flown and visit the Atlantis space shuttle – the perfect reward for a little inventor.

 

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ILLUSTRATED BY GAIL ARMSTRONG

We commissioned award-winning illustrator Gail Armstrong to work closely with Art Director Steven Leong and animator Peter Menich. The first element was to supply a kit of parts including a variety of paper planes, white versions of a variety of uniform items and the main title image for Inventors Wanted. The second phase was imagery for the different sections in the Back to School area of the M&S website, firstly to help the viewer put together the perfect uniform for a pupil's needs and also a Bitesize Ideas page with help and suggestions for healthy snacks and meals. Finally Gail illustrated the 33 Smart Innovations icons  and animations inspired by two of the innovations - Adjust-a-hem trousers and Stainaway Shirts. 

 

 

ANIMATED SHORT STORIES  

We created a two animated films The master stain theif and The trousers that grew too tall. Beautifully hand-crafted of paper sculpture animations that appears on the Inventors Wanted website and was utilised across social media channels as part of the widered campaign.