4 July 2013

Henri Lloyd unveils new campaign developed by ODD

This year, iconic British brand Henri Lloyd celebrates its 50^th anniversary. Since its birth in Manchester in 1963, Henri Lloyd and its late founder Henri Strzelecki have relentlessly sought to deliver premium sailing and lifestyle products using the latest technologies and innovative designs.

This on-going pioneering spirit is being commemorated with the launch of a striking new campaign and art directional approach for Autumn ’13. Inspired by the brand’s rich marine heritage, integrated creative agency ODD have crafted a beautifully executed campaign, which marries the powerful landscape photography of David Cooper with the atmospheric lifestyle shots of renowned fashion photographer Steve Harries.

The campaign will also be brought to life through the ‘Modern Day Pioneers’ journal. From photographers and set designers, to machinists and models, over the coming months the series will feature and celebrate the stories of a variety of individuals that seek to seize opportunity in their daily lives.

Craig Prest, Creative Director of Henri Lloyd states, “The aim behind the new campaign was to showcase our 50 year heritage as ‘the original British sailing brand’ whilst demonstrating our pioneering spirit for original design, quality and modernity. Working with ODD has enabled us to explore a more contemporary approach to the creative. The new direction supports our vision for the future, which is to stand firmly behind our heritage and values, while leveraging a more modern and relevant communication platform.”

The new campaign will run across print advertising, in-store and digital media this autumn.