Curating choice 
Bermuda's major multi-brand retailer, Gibbons needed to promote their online business through a prime time TV campaign. The creative idea behind this campaign is based around the strategic positioning that Gibbons is the 'curator' of high quality global brands. The framing aspect of curation was used to bring their e-commerce site to life as well as familiarising potential customers with the design and functionality of their website.


Creative director: Creative/copy

Inspiration & insight

As direct-to-consumer is thriving, most multi-brand retailers are struggling to find the edge for any competitive difference. Our strategic positioning for the Gibbon's brand "shop the World", relies on their capacity to improve their e-commerce as well as promoting experiential in-store events. It's not merely a question of offering choice and variety but promoting their position as curators of good choice.