French footwear brand Palladium has teamed up with Manchester menswear retailer Oi Polloi for its new advertising campaign.
The campaign consists of 10 videos launched over 10 weeks focused on different cities. The video with Oi Polloi went online on June 12 and is the ninth in the series.
Palladium has previously enlisted celebrities to provide an insider guide to a city, such as musicians Pharrell Williams in Tokyo for 2012 and Eliza Doolittle in London for 2013. A spokesman said for this year’s campaign in the UK, “we wanted to do a retail link-up instead”.
He added: “We chose Oi Polloi because we wanted to create a video in Manchester. We knew the team were, and still are, very connected to the music and football culture there, so it made a neat fit.”
In the two-minute video Oi Polloi owner Steve Sanderson provides a guide to Manchester, including a tour of the Northern Quarter where the store is located at 63 Thomas Street. He references the social movements that changed the face of fashion and helped define his shop, from football to the acid house scene in the late 1980s.
Founded 12 years ago, Oi Polloi has a strong international online business alongside its store.