Warehouse, the women’s fashion brand, is rolling out its first major marketing campaign in years, in an attempt to get women to reappraise the fashion credentials of the brand.

The Aurora-owned fashion retailer has appointed creative agency ODD to create a year-long integrated marketing campaign, repositioning it as a shop for “lifestyle moments”. The campaign, which launches tomorrow (26 January), will run across digital, outdoor, point of sale and in-store.

It features high-end fashion photography and short films, shot and directed by Kourtney Roy, to emphasise its fashion credentials. Social media forms a key part of the campaign, and it is also launching a Facebook app, which links to a user’s calendar and suggests outfits for events they plan to attend, such as nights out and weddings.

Read the original article from Campaign

Having worked for almost 5 years on the brand development of Zacapa, one of the world’s most premium rums, we were very pleased to see it featuring in this coveted list.

The World’s Top 100 Most Valuable Luxury Brands Official Release, organized by the World Luxury Association, was held in January 2012 in Beijing. Commonly referred to as the “Luxury Oscar Awards”, the event brought together the Top 100 luxury brands in such diverse fields as aircraft, yachts, cars, jewelry, watches, fashion, liquor, cosmetics, resorts and Innovation brands. World Luxury Association’s official report on 2012 shows that China has become the world’s largest consumer of luxury goods. The report predicts: With the phenomenon of RMB appreciation and depreciation of the Euro and the number of Chinese traveling to Europe in 2012, total consumption of luxury goods is expected to reach 59 billion Euros – a record high. The spending power of Chinese overseas will urge China to become the world’s most powerful luxury consumer purchasing country.

Find out more

ODD London have been appointed by fashion retailer Warehouse as lead creative agency, following a four way pitch.

The Aurora-owned brand has recruited ODD London to produce a series of campaigns for 2012, having previously created all of its marketing campaigns in-house. With 306 stand alone stores and concessions across the UK and 158 stores internationally, Warehouse is growing its presence throughout Europe, the Middle East, Russia and the Far East with stores across 21 countries.

Read the original article from Drapers

They say imitation is the sincerest form of flattery. We couldn’t agree more.

When dutty wining* global pop sensation Rihanna was searching out inspiration for her new video ‘We Found Love’, who else did she turn to but UK creative agency ODD.

Take a look for yourselves – watch our film ‘First Heartbreak’ and then Rihanna’s epic
‘We Found Love’.

Apparently having watched our ‘First Heartbreak’ film for Dr. Martens on endless repeat, she decided she wanted a bit of punk edge and British spirit in her work, and who can blame her. She even went as far as to hire our star, Agyness Deyn, to repeat her musings on breaking up, just one more time.

We’re very happy to be making waves over the pond – nice work Rihanna, good taste indeed.

* ‘dutty wining’ – A dance orignated in Jamaica where you move your legs in a butterfly motion and swing your head around. It looks really good if you know how to do it.

From an article first published in The Guardian, 23 Oct 2011

You know what’s hot in pop music right now? General anarchy, petty theft and homemade tattoos, ideally in socially deprived areas of the UK. A few weeks ago Jennifer Lopez tweeted some pictures of burning cars and motorbikes being flung through the air, causing her fans to worry that she was somehow embroiled in a perfectly-lit riot. Luckily, Jenny from the Block was in fact just shooting the mind-bogglingly incoherent video for her latest single, Papi.

But this was all a bit Sex And The City meets Contagion, a bit too Hollywood glossy. Aware that the only way to add a layer of realism to this penchant for social disturbance was to head to its recent heartland, Hackney, Britney Spears shot parts of her new Criminal video in and around Dalston, at one point holding up an off license with a gun.

In fact, it’s not a great time for shopowners in general, with Rihanna casually stealing what looks like a pack of Cheesestrings from a supermarket in her excellent new video for We Found Love. Filmed, in part, on a Belfast council estate (which adds a surprising layer to the lyric “we found love in a hopeless place”) and coming on like a Skins reworking of Requiem for A Dream (there’s a lot of pill-popping and dilating pupils) as shot by Corinne Day, it’s a very British affair, all crushed lager cans, Hilda-from-Corrie hair hankies and general LOLs at being pushed around in a shopping trolley.

As if to cement its Britishness, the video opens with a moody monologue by Oldham model Agyness Deyn, inspired in part by a recent advert Deyn did for Dr Martens, while Rihanna sports a pair of black DMs along with a green bomber jacket in the video, looking like a glamorous extra from This Is England. No doubt Rihanna will soon return to her usual neon-splattered visual feasts, but for now she’s embraced the grey monotony of life in a UK city and it suits her perfectly.

This exclusive screening will take place at the Classic Car Club in East London, where you’ll be able to take in the sights of iconic muscle cars and the smell of motor oil for the ultimate DRIVE experience.

Ryan Gosling (BLUE VALENTINE) is a wheelman with no name in the sexiest and most stylish film of the year. He’s an enigmatic Hollywood stunt driver who picks up some extra cash as a late-night getaway driver, snaking through dimly lit LA backstreets in his cherished Chevy Malibu. Our lone protagonist’s simple existence becomes more complex when he meets Irene (Carey Mulligan, NEVER LET ME GO), a kind, gentle girl next door who reciprocates the driver’s chivalrous advances. They don’t know it yet, but their burgeoning relationship is about to set in motion a series of explosive life-altering events.

To be in with a chance of winning tickets to this strictly guestlist-only event, upload the story of your first pair of Dr. Martens at drmartens.com/firstandforever.

Dr. Martens’ ‘First and Forever’ campaign is encouraging people to share their personal ‘first’ experiences, from their first pair of Dr. Martens, to their first gig or their first crush.

Dr. Martens is aiming to benefit from a resurgence in the popularity of British products with an autumn/winter campaign that features UK-born model Agyness Deyn.

The ‘First and forever’ push, created by integrated agency ODD, will include print, film and social media activity.

Ads have been shot by photographer Gavin Watson, known for his images of British youth and subculture. The activity is intended to promote Dr. Martens’ British heritage and irreverent nature.

The campaign will centre on Deyn and fellow model Ash Stymest, who will be pictured recording their own spontaneous journeys of ‘first’ moments and experiences set across British landscapes.

Social media activity will encourage consumers to share their personal ‘first experiences’ such as a gig or crush, as well as their first pair of Dr. Martens shoes.

The footwear brand is creating a social media map of ‘first experiences’, to which consumers will be invited to contribute. Dr. Martens will also encourage consumers to participate in a range of its own ‘first experiences’ and record them on social media channels.

It comes as 72% of consumers told a OnePoll survey for Marketing that UK brands should make more of their British heritage.

Dr. Martens claims there is an increased demand for boots made in England and has expanded its factory in Northamptonshire.

Read the original article from Campaign here

ODD have been appointed as lead creative agency for tenpin bowling chain, Tenpin.

The appointment follows a competitive pitch in June against An Abundance and other undisclosed agencies. ODD are tasked with developing a new strategy and creative direction for the brand, which will roll out across all 30+ Tenpin sites later in 2011. Output will involve sales promotion, e-CRM, retail pos and outdoor advertising.

The first work expected to launch to consumers is the student Freshers campaign, followed by other winter promotions in the run up to the busy Christmas period.

Well done to our friends at Carmody Groarke for their Yellow Pencil at the recent D&AD Awards.

These guys are the fantastic architects behind the Studio East Dining Experience, created in partnership with Bistroteque, ODD and Yellow Door for Westfield Stratford City.

After lots of hard work from the global team, Power Bike has finally launched to critical acclaim.

ODD have been working on the global launch campaign for almost a year and it’s release represents the most innovative product in the vibration training category since inception. To find out more read the article that featured in the Evening Standard here.

We’re very proud to have made the Design Week Top 100 agencies in 2010/11.

Odd has created the branding and campaign for new Power Plate product Power Bike. Appointed directly on the strength of redesigning the main brand last year, Odd has created an identity and a suite of communications which will launch ahead of the new product next month.

Power Bike’s makers claim a patent-pending pedal-and-crank system drives 21 per cent more ‘pedal distance’ than a conventional bicycle. Each revolution creates a mechanical vibration which generates greater muscle activity per stroke. The new bike is a ‘deviation’ from the company’s core exercise product, according to Odd creative director Nick Stickland, who has looked to communicate ‘the fitness levels of professional cyclists’ through the new brand.

Power Plate has worked with professional cyclists including the Rabobank Cycling Team to develop the product and Stickland looked to communicate this across creative materials.

The brand is very ‘design-led’, Stickland adds, so an ‘aspirational premium aesthetic’ needs to be expressed. Art direction by Odd and photography commissioned to Reis Thorpe will lead the campaign, which is inspired by the values of ‘elegance, premium and tech’, says Stickland.

Helvetica Neue type and red-on-black colourways have been used to emphasise precision. The technical values have been expressed by using ‘science and diagrams to show the quality of the machine’, says Stickland. Long exposure shots demonstrate the three cycling positions and ‘vibration technology’, he adds.

Read the original article from Design Week

ODD have been appointed as lead creative agency by footwear manufacturer Dr. Martens, as it prepares to relaunch as a broader British fashion brand.

The brand is set to roll out its biggest ad campaign to date ahead of the launch of its autumn/winter collection.

The integrated push, which will include digital, print and outdoor, is being devised by marketing agency ODD and will feature celebrities, models and photographers. The ads will continue to focus on creativity, music, fashion and self-expression – the four “key pillars” already in use in the brand’s advertising.

The relaunch is intended to add a “modern twist” to the British heritage of the brand as it targets markets in Asia and the US.

Simon Jobson, marketing director, Dr. Martens, said: “Dr. Martens has been associated with British sub-cultures for 50 years. It is time for the brand to become more mainstream.

“There is a lot of equity and goodwill surrounding the brand and people are always keen to get on board, including major talent.”

He added that the object of the campaign is to target those consumers who have a “story” or have had an “experience” involving the brand. He said: “It’s amazing how connected people who have grown up with the brand feel about it.”

Jobson joined Dr. Martens in November last year from Lacoste Footwear, where he was international marketing director. Prior to this, he worked at fashion brand Kickers as head of marketing, and held several marketing roles at Umbro.

In March last year, Dr. Martens unveiled a major digital push to mark its 50th anniversary. As part of the activity, devised by marketing agency Exposure, it invited 10 contemporary bands to record cover versions of classic tracks. Black Rebel Motorcycle Club covered folk song Dirty Old Town, while The Raveonettes created a version of the Stone Roses’ ‘I Wanna be Adored’.

The brand also released limited editions of its classic 1460 and 1461 boots to mark the milestone.

Dr. Martens was hit by controversy in 2007 after it ran a print campaign featuring dead rock stars, including Kurt Cobain, wearing its boots in heaven. The agency behind the work, Saatchi & Saatchi, was then dropped by the brand because Dr. Martens had not commissioned the activity.

The first Dr. Martens boot in the UK was produced in April 1960. The cherry-red, eight-eyelet 1460 boot was designed as sturdy workwear.

Odd is working with Reebok on a project for trainer range Reebok Classics, which will see the consultancy design look-books across print and online platforms.

According to creative director Nick Stickland, the consultancy was appointed directly in October 2010 and selected for ’target projects – with no pitch involved’.

The first look-book project is being undertaken ’with the view to open up a wider remit’ for Odd, Stickland says.

Stickland says Reebok is showing ’an appetite for design-led thinking’ and has shown that it will ’embrace the world of design’ through Odd’s proposals.

The multi-channel look-books will project the values of ’energy and the street’, says Stickland. He is unable to reveal full design details, but says there will be strong use of colour and design expressions which explain ’the notions of street culture’.

A moving image or filmed solution is likely to form the basis of the online autumn/winter look-book, says Stickland. He expects onand off-line work to be complete in ’60 days’, ahead of an undisclosed launch date.

’We are now executing concepts for the shoot,’ says Stickland. He says the image pictured hints at the ’urban vibe’ and gives ’clues as to how we’re injecting colour into the story’.

Although the look-book range is aimed at stockists, buyers and suppliers, Stickland says Reebok is ’undecided’ if there is a consumer benefit.

He says, ’As with any look-book, a lot of ranges don’t get bought, so there would be a smaller version if it were designed for consumers.’

Odd has been appointed by the Goodwood Estate in West Sussex to develop communications for brands across its entire portfolio – which includes Goodwood Revival and Goodwood Motorsport.

Odd creative director Nick Stickland says the consultancy won a pitch in November against up to five other consultancies and was brought in to address ’long-term strategic and creative thinking’ around the brands.

The consultancy is looking to take a ’design-led’ approach across the different brands associated with Goodwood (whose crest is pictured), including all motorsport and horse-racing channels, says Stickland.

He says, ’[The client] is hoping to prescribe consistency across all channels – whether that’s internal communications, outbound communications, digital platforms or apps. This is a sea change we’re seeing in all our clients.’

As part of the brief, Stickland says Odd will make sure the client is ’using digital technologies in the correct way and targeting the right audiences’. This could mean developing apps for each event, says Stickland.

The individual identities for the events are not under review, but Stickland says the brands will be tied together with two themes – ’history and legacy of events’ and ’the quirks of English humour’. This will be mixed with ’a contemporary aesthetic’, he adds, tied together through graphic and typographic solutions.

Goodwood ’houses and runs’ all the events the consultancy will be working on, according to Stickland, giving Odd full control of the portfolio.

Here’s a quick glimpse…visit back soon to see more of the campaign.

Following the award-winning brand identity we created for Casarotto back in 2006, we’re pleased to have given their online presence a facelift and the new site is now live.

What a lovely surprise it was to receive this months issue of Computer Arts magazine.

We are very proud to have been named as one of their ‘Top 50 Design Agencies to work for’.

Proud to announce that ODD feature in the new edition of Los Logos – now in it’s fifth edition.

“Like its predecessors, this fifth edition in the Los Logos series offers a definitive overview of current developments and advancements in logo design with the high-quality selection of up-to-the-minute work that readers have come to expect. But with a larger format and more text features, the focus of this book has been further sharpened from a comprehensive documentation to a competent classification of prevailing tendencies in design. Los Logos: Compass aims to be not only an archive of current design, but to educate designers and clients about which approaches make the best fit for a given project – an issue that is especially important in a challenging economy in which innovation and identity are essential.”

Buy a copy

We are very pleased to have Chrissie Abbott create the new installation for our Berry Street windows – the third in the series for The ODD Experiment.

Chrissie lives and works in east London. Her work is heavily influenced by typography, 70s poster art and trashy TV – old and new. Utilising found imagery she creates surreal alternative landscapes awash with positivity and colour. Most recently Chrissie is famed for her creative direction and album covers for Little Boots.

Chrissie’s work for ODD “Can you see what I see?” is a speculation of what the future may hold. It will be installed for the world to see from next week.

A big thank you to Oh Juliette for the introduction – Juliette will be working with ODD on forthcoming installations for T.O.E. so look out for more exciting collaborations.