Elite Campaign

Henri Lloyd

Advertising. Art Direction. Print. Illustrations. Exhibitions

Starting point.

Henri Lloyd is a name synonymous with quality in the sailing community. And, although the Osprey and Octoskin marine footwear products we were giving the job of advertising are not the most expensive or top of the range which Henri Lloyd offer, they are still designed beautifully and made expertly to give outstanding performance. So our work had to really drive this home. Of course, our work had to also fit seamlessly with the rest of the Henri Lloyd collateral.

Taking the brand further.

Often advertising in this sector is simply a product shot, price point and logo. That’s it. So, although we carefully retouched the photography to make sure everything looked its best, we also felt we had to add some clever creative messaging to quickly communicate the benefits of each product too – giving more of a signpost as to what the reader could expect and help them choose the right shoe. Bold statements and big, strong headlines added an extra dimension and some real page-stopper drama to the full-page, full-colour adverts.

What happened next?

The approach was so successful it was transferred over onto Point of Sale material and exhibition collateral. It also used as the creative starting point for the following year’s advertising creative. So the new approach is becoming the tried-and-tested formula.