Matalan has revealed itself as the brand behind Believe, its new integrated campaign, with a social film from MISSION agency, Bray Leino built around a hand-painted mural in Liverpool.
Believe launched nationwide on Saturday 12 September, inviting shoppers to take a fresh look at Matalan’s clothing offer. It’s part of a wider programme of change spanning the retailer’s products, stores and the way it talks to customers, and is aimed at trend-conscious women in their thirties looking for fashionable clothing at a fair price.
The film follows a model wearing Matalan through the streets of Liverpool, cutting between details of her outfit and Believe billboards before she arrives at a hand-painted mural on Colquitt Street. The artwork, an oversized loafer alongside fashion portraits, carries the Believe lettering until the model spray-paints the Matalan name across it, revealing the retailer behind the imagery as the film closes on “Believe it’s Matalan”.
Bray Leino’s contribution spans elements of the social strategy and creative, including the mural reveal film, with Matalan’s in-house team also producing social content.
Sarah Welsh, Matalan’s chief product, brand and commercial officer, said: “This season is about changing the perception of what Matalan can be. We’ve taken a much more directional approach to design, playing with stronger silhouettes, richer textures and the trends we know our customers are excited about, while keeping everything wearable and effortless. But the change goes well beyond the clothes, we’re investing in our stores, visual merchandising and digital experience too, so that the whole Matalan experience feels as fresh, considered and fashion-forward as the collection itself.”
Harman Randhawa, Deputy Managing Director at Bray Leino said: “The reveal gives people a moment to rethink what they expect from Matalan. We wanted the clothes to catch their eye and make them curious about who was behind the campaign. Bringing the mural into the film lets us carry that idea from the street into social, with a simple payoff when the Matalan name appears.”
