© 2016 Troy Palmer. Icons from The Noun Project.

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Dressing up a brand new
fashion brand.
It’s not often you get the chance to launch a major fashion brand in Canada, let alone one that started out in grocery stores. That was exactly the opportunity and the challenge we had with Joe Fresh. Wanting to be seen as more than a low-price fashion brand, we made a bold move with Joe Fresh to put the fashion first and the price second.
Following in the dance steps of our fall launch and winter / holiday creative, the spring campaign told a much more colourful story. The campaign also included subsequent 15-second spots that highlighted individual items, along with print ads, a look book, and a rich an online component.
Our Joe Fresh launch helped it become an iconic fashion brand that extended beyond grocery stores, with stand-alone retail shops in Toronto, Montreal, Vancouver, and New York City.

The original music used in the commercials was as big a hit as the clothes themselves — due to popular demand, we began releasing full versions of the songs, available for free at joe.ca

Roles: Associate Creative Director, Writer.