This holiday season, NET-A-PORTER and MR PORTER join creative forces to reveal their first ever combined campaign. Entitled ‘All For You’, the short film underscores the world-class service proposition for which both brands are globally renowned, and gives an enchanting behind-the-scenes glimpse into the world of the online luxury retail leaders.
The campaign spans print and digital, with the lead medium of film taking the viewer on a insiders’ journey of a package, re-imagined through a magical lens: models in chiffon gowns pluck garments from gliding rails, multicolored butterflies become pocket squares and products are meticulously, individually hand-wrapped before embarking on the final stretch of their journey to our customer and the gift recipient. The film showcases the ultimate luxury services provided by both brands, and it’s #AllForYou.
The team behind the campaign is deploying a targeted approach to reach a discerning global audience. Through a sophisticated segmentation strategy, the ‘All For You’ campaign will be visible to customers at key holiday moments across all mediums and devices.
The global program includes placements on Instagram and YouTube, additional premium publishers such as Apple, and visitors to NET-A-PORTER and MR PORTER websites. In the UK, the two brands have engaged Sky TV’s Adsmart platform to precisely target an aspirational audience based on their interests, profiles and viewing habits.
The apex of the campaign will see NET-A-PORTER and MR PORTER debut on the silver screen for the first time. The short film will run before select movies, in hand-picked cinemas celebrated for their design and ambiance.
Alison Loehnis, President of The Net-a-Porter Group said: “Our first joint campaign, ‘All For You,’ highlights the year-round mission of our businesses: to deliver exceptional service and style to our customers around the globe, making NET-A-PORTER and MR PORTER the ultimate online destinations for luxury gifting this holiday season.”
‘All For You’ is due for release on November 3, 2015. Directed by creative duo Us, Christopher Barrett and Luke Taylor are known for their work with Nike, AirBnB and the band Foals.
As well as premieres across all mediums, the film will also go live on both NET-A-PORTER YouTube and MR PORTER YouTube channels throughout the holidays.
NET-A-PORTER and MR PORTER: The online luxury gifting destinations
www.mrporter.com/gifts
For further information please contact:
The Americas
Sogole Honarvar | +1 212 901 3028 | Sogole.Honarvar@net-a-porter.com
Michael Krueger | +1 212 901 3178 | Michael.Krueger@mrporter.com
