The Client

​Marks and Spencer Group plc is a major British multinational retailer with headquarters in London, England, that specialises in selling clothing, home products and food products, mostly of its own label. 

The Challenge

To create a series of digital assets, including; instagram stories videos, instagram stickers and instagram post videos, to support the M&S Food ‘Classic Wines’ campaign across multiple markets. Classic Wines is a curated collection of 18 lines created in partnership with expert winemakers, showcasing the most popular wine styles. M&S provided us with a series of messages they wanted to bring to life, each encapsulating a day of the week and a tongue in cheek take on the need to supplement the day with a glass of wine!

The Solution

The project began with our Producer mapping out the requirements, balancing both time frames and budget to ensure we approached the project in the most efficient and cost effective way. Our production teams always work closely with our designers and animators to communicate realistic delivery dates and an optimal feed back schedule to the client to ensure everyone is aligned right from the get go. Our design team then developed a bespoke illustrative style for the Classic Wines campaign using the M&S Food brand guidelines, and brought to life the ‘days of the week’ messaging in a fun and quirky way that reflected the tone of the whole campaign. As well as video assets we also created illustrated animations for a series of ‘stickers’ to support the campaign in instagram stories, where users could select the sticker elements to decorate their own Instagram stories. Creating digital assets for different markets globally requires versatility and thorough planning upfront to avoid any challenges with word and sentence length differences between languages, and to ensure that the content can be easily reversioned by each territory. Our solution was to create a series of templates that worked for the UK messaging and could easily be adopted by other markets. In total we delivered over 50 assets for the campaign and dealt with requests from various markets. The assets were used both for the launch of the Classic Wines collection and year round for ongoing support of the M&S Food brand messaging around their wine range. ​

'Preen were brilliant to work with on our 'Classic Wines' campaign. They really understood the need to ensure the video assets could be easily adapted for different markets and were incredibly responsive when requests came in from the different territories. Their illustrations perfectly captured the tone of the campaign creative and the final video assets; including the Instagram stickers, beautifully brought the whole campaign to life across instagram.'

Deby Meehan - Brand Marketing Manager - International at Marks & Spencer Food