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

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 …

Tags Brand Equity, Brand Loyalty, Brand Story, Brand Value, Global