In the run up to one of the busiest times of the year, Mainline Menswear needed a campaign that would not only drive sales, but also elevated the brand and started to position it as the home of designer clothes for men of all ages.

 

For Mainline Menswear, we were tasked with pulling together a 2019 Christmas campaign that needed to outperform their previous with us. The delivery is not just for TV, but also across all the social platforms with paid media going on to YouTube.

We came up with a creative concept that catered for all groups, with a series of relatable scenes and statements using the word ‘line’ from the brand, to push the name and create a stronger link between Mainline and its audience. We bought together multiple brands to show the range of products that Mainline stock and made them appeal to different ages and diverse backgrounds.

Mainline Menswear is an online fashion store that offer over 100 designer highstreet brands from the likes of Hugo Boss, Adidas, Versace, Ralph Lauren, Edwin and Armani. This consequently means the target demographic for men varies quite drastically with the amounts of brands that are on offer as their offering is very wide. The company was initiated in 2002 by Stuart Hicks and was invested by JD sports in 2014.

 

 

The main objective is to ensure that we create awareness and response throughout the Christmas period. Their last TV campaign was a success, however it is our challenge to improve on this success, increase brand awareness and for the creative campaign to have consistency across all channels. Our main challenge was to pull together creative ideas that encompassed all of Mainline’s target demographic. The final execution needs to appeal this varied demographic and to do this we needed to make sure each scene of the creative did this successfully. 

 

 

We developed 3 concepts for the client. The client decided to go with The Frontline of Mens Fashion. 

• 1 day film shoot including photography
• Delivered 1 x 30” TVC for Adsmart, 1 x 20” sales ad, 1 x 20” Black Friday ad, 5 x 6” bumper ads for Youtube, 2 x 30” social versions of main TVC

Quote from our Client:

"The Gate have been fantastic to work with throughout the entire process. From the start, their passion for the project was exceptional. They ensured they gained a thorough understanding of the business and the intended direction outlined in the brief. Their planning was meticulous and the whole operation couldn't have run smoother. The final creative surpassed all expectations and we're very excited to launch the campaign"

 

 

The air date for the campaign was on 1st November.

 

Crew & Agency

 

Director - James Clancy

Producer - James Shannon

Photographer - Olivier Richomme

Director of Photography - Mike Staniforth

Managing Partner - David Chandler

Production Assistant - Emily O'Brien

Production Management Assistant - Nathan Miah

Post & Grade - Mike Nixon