Alfred Dunhill, the London-based premium men’s brand is rolling out the re-booted Olympic-led version of its ‘The Voice’ campaign.
The initiative promotes Dunhill’s Spring/Summer 2012 catalogue and connects the content to London 2012 by ‘celebrating the achievement of brilliant men, three Olympians, three inspiring stories’.
The athletes are rower Matthew Pinsent, sailor Iain Percy and gymnast Louis Smith – each represent the campaign’s theme of ‘men of distinction’.
These ‘real men’ are used as brand ambassadors because they have overcome life challenges and achieved great success in their chosen fields. The ‘hear Their Voice’ work represents them as driven, engaging characters with flaws, struggles, stories and character behind their achievements.
The emphasis is not on mere celebrity and fame, but rather on humility, grace and connecting the stars to Dunhill’s core values of timeless aspiration, quality compassion, dedication and conviction.
The objective of The Voice campaign is the brand’s attempt to shift the focus from celebrity to real men from different walks of life who have found much success within their fields.
Revolving around a series of films – each shot in classic black-and-white – featuring the three British Olympians (and Dunhill brand faces). These main films are available on the brand’s website and are seeded online, while further interviews with all three can be viewed on the Alfred Dunhill Facebook page.
The film footage has been shot accordingly – with a clean and sophisticated style emphasising Alfred Dunhill’s premium offering for the individual man.
The accompanying press, digital and in-store work is a simple format of black and white portraits, with each subject dressed in a Alfred Dunhill outfit of their own choosing, and an interview with the cast.
The work was shot by fashion photographer David Sims.
It aims to be honest and elegant portfolio of British men.
Dunhill isn’t the only brand to leverage London 2012 within the sphere of fashion and style
This work is something of a change in direction of the brand’s communication – with a focus on celebrating brilliance. With that change, achievement is recognised as the ultimate masculine aspiration and can only ever be attained through skill, intelligence, drive and the ability to be extraordinary.
The casting paid no regard to age, looks, status or trend – only achievement (and to London 2012).