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Inside The Ors inaugural work for Asos that blends heritage with a fresh curiosity [Video]

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Global Marketing Strategies

The agency was appointed in July and ‘Inspired By’ is the team’s first work for the fashion platform.

In its new brand campaign, Asos is positioning itself as both a curator and trendsetter, focusing on delivering a consistent and elevated message.

In the first ad spot, viewers follow an ‘Asos eye’ as it hunts for inspiration in unexpected places – a yearbook at a car boot sale, a funfair carousel, a chandelier at a dinner party and a pair of overalls in an abandoned warehouse – all set to a suitably nostalgic soundtrack by The Streets.

“That authenticity came through this feeling that it was like a human eye, kind of searching around,” says Charlene Chandrasekaran, creative partner and joint executive creative director at The Or. “And that made it a little bit purer because there’s a very easy way to approach this spot that would feel quite ‘advertising,’ but …

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