ASOS invests in multi-million international ad campaign for key Christmas period

ASOS has launched a new multi-territory advertising campaign that will target twenty-something shoppers in the UK, France and US over the next three months.

The seven-figure ad campaign was developed by Asos Creative Lab, The Sunshine Company, Good Culture, Byte London and Smuggler Productions, and will run across video-on-demand, social and programmatic channels during the key Christmas season.

At the heart of the promotion is a spot directed by Ricky Saiz, which features style lives playing out in different countries to show how fashion inspiration comes from everywhere.

It features up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow. The influencers also submitted self-filmed footage for inclusion in over 150 pieces of work that will run across social media during the campaign’s run.

John Mooney, Global Brand Creative Director at ASOS, said: “It’s incredibly exciting to be launching this new advertising. It’s smartly planned, targeted and timed, and the creative embodies Asos’s belief that inspiration comes from everywhere, no matter who or where you are, while positioning the brand as a creator, curator and champion of style. The screens have changed, but at our core we’re still about as seen on screen.”