The Road Less Travelled

The Belstaff brand was at a great point on its journey. Known for impeccable design and quality, with beautiful stores providing sublime service. However, Belstaff had been hiding a little too long under the radar, so a strong awareness job was needed to tell the World about this incredible premium fashion brand. To bring Belstaff left, right and center in minds of consumers without compromising with its strong brand integrity, we launched a full brand refresh by taking The Road Less Travelled in every idea, touchpoint and asset.

To become a natural part of culture, encourage conversation and earned media, the epicentre of the campaign was an original podcast series hosted by writer, broadcaster, and director Reggie Yates. The series explores what “the road less travelled” means in the modern world - in conversation with Oscar Nominee Stanley Tucci. Games of Thrones’ star, Jacob Anderson (AKA Raleigh Ritchie). Multi-award winning actress, Naomie Harris. BAFTA winner, Sherlock star and GQ’s Man of the year, Andrew Scott. And the Break-out star of Sex Education, Emma Mackey.

To support brand awareness and exposure, each separate episode of the podcast was promoted via fly posters, WeTransfer takeovers, a wealth of entertaining social content incl. editorial franchises and a website refresh. All campaign assets were shot by Greg Williams, photographer and film director.

pitch win // creative strategy // comms planning // channel planning // messaging // social strategy // podcast strategy

Agency: Sunshine

“Belstaff's new podcast is here to pimp your commute”

— GQ Magazine

“Belstaff launcht Podcast: Interviews mit Schauspielern wie Stanley Tucci und Naomie Harris.”

— Vouge

“Naomie Harris admits hesitation over 007 audition: 'I thought I was playing a Bond girl' - The Hollywood star features on Reggie Yates' new podcast ”

— Evening Standard