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AllSaints launches global brand ad campaign

Premium fashion retailer AllSaints has released its first global brand advertising campaign which will be seen in UK cinemas, in-store, online and via social media.

The autumn 12 campaign was directed by chief creative officer Wil Beedle and showcases the next generation of creative talent including musicians, dancers and models all dressed in AllSaints’ autumn 12 collection.

The campaign takes the form of a 60 second film as well as a series of stills and online experiences, which introduce shoppers to the cast.

AllSaints’ customers will receive emails featuring the various members of the cast and giving them the opportunity to shop the look of that particular character.

In order to produce the campaign AllSaints worked with creative agency Beattie McGuinness Bungay, which is the first time the retailer has worked with an agency, and marks its commitment to ramp up its marketing activity to coincide with the launch of the new autumn 12 campaign.

Earlier this month AllSaints announced the appointment of William Kim, senior vice president of retail and digital commerce at Burberry, as chief executive.

Kim will join the retailer on October 15.

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