ABOUT

Millets, under threat of closure, were looking for a fresh way to promote their brand in order to gain investment and save the business. With the insight that 'English weather can be fun and the fact Millets is the only outdoor store with a shop in nearly every town - you can just drop in, shop and go', the 'BIG IDEA' was to reposition the brand with the line 'Millets - lets go'. The ATL uses full bleed images of everyday people enjoying the weather with the British sense of humour. The in-store point-of-sale graphics show the Millets staff testing the quality goods. Online campaigns of 'Bring back the Anorak' and 'Design your very own Kagool' exposed the brand to the younger audience.