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New Matalan ad orbits perfect spring day

This is a lovely video from UK discount retailer Matalan for spring/summer 2011.

Part of the store’s new ‘Feel Good Fashion’ brand campaign, it sees a series of models interacting with each other as well as their future selves as the camera continuously rotates on the same picnic scene.

With the title Forever Spring, the aim of the 60-second TV spot was to encapsulate the perfect everlasting spring day.

It was created by BBH and directed by Scott Lyon. Richard McGrann of BBH said: “We set out to make a fashion film that not only stands out, but gives the audience something new to spot each time they view it.”

The campaign is also running in print, while a second TV ad is due in the summer.

The soundtrack Plage by Crystal Fighters can be downloaded for free at Matalan.co.uk.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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