Integrated creative agency ODD and the award-winning Andy Hillmann Studio have created an arresting window installation and pop-up shop at the Liberty London store, to celebrate the launch of the Dr. Martens & Liberty collaboration.

Celebrating the seeming discord between these two British icons, ODD conceived ‘Wild Nature’, a concept which see’s Liberty’s well-known florals collide head on with Dr. Martens’ own tough style.

Part of Liberty’s ongoing ‘National Treasures’ campaign, the collection itself includes both footwear and accessories, which carry one of two prints taken from the Liberty archives, one of which being the highly coveted and romantically named ‘Strawberry Thief’, originally designed by world famous textile designer William Morris in 1883.

The second print is the ‘Martens Flower’, which is a modern take on the Carlino design originally created by the Silver Studio for Liberty in 1930. Again, the Dr. Martens team met with Liberty’s archivists and unearthed this rare and seldom used print, in its original state. For the collaboration, it has been re-coloured in classic Dr. Martens smooth leather colours to create the unique Liberty Martens flowers.

Both prints can be seen on the traditional 8-hole and 3-hole Dr. Martens boots and shoes as well as the recently introduced Kensington and desert boot styles, offering a lightweight option for the warmer months.

Simon Jobson, Dr. Martens’ Marketing Director, said: “The collaboration with the iconic Liberty of London brand, whose ethos of quality and creativity mirrors that of Dr. Martens, enables us to continue to challenge the perception and appeal of the brand.”

Nick Stickland, founding partner and Creative Director at integrated creative agency ODD, said: “The refined intricacy found in Liberty’s trademark prints provided rich territory for us to explore creatively.”

Available exclusively at the iconic Liberty of London Regent Street store and online from the 1^st May, and in all Dr. Martens stores and selected wholesale accounts from 1^st June.

Click here to see a short video showcasing the set build of the ‘Wild Nature’ creative concept.

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 integrated 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

Integrated creative agency ODD is proud to have been shortlisted as a Finalist in the Brand Strategy category of this years RAR Awards.

Having worked for almost 5 years on the brand development of Zacapa, one of the world’s most premium rums, integrated creative agency ODD 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 have been appointed by fashion retailer Warehouse as their lead creative agency, following a four way pitch.

The Aurora-owned brand has recruited integrated creative agency ODD 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 integrated 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.