Police is an international urban lifestyle brand.
We were contacted specifically by the watch and jewellery manufacturer of the International Luxury Group (ILG), because of our previous work on youth-targeted websites. After an initial consultation over Skype with the team from ILG, we were asked to write a press release for Police’ spring/summer 2015 watch and jewellery campaign. The brand that signed the Brazilian and Barcelona football star Neymar Junior for their sunglasses. We were asked to create a series of brand stories for each publicly advertised highlight item in the collections that would appeal to young men aged between 15-21. The brand stories were to have a distinctly urban, 80’s Americana feel in keeping with the new Police campaign.
‘Jamie has written several high quality press texts for us by following our briefings and adding the right amount of additional excitement from his side. The way he translated the brand’s feeling into short stories while covering the product details is really great. We got to know Jamie as a professional writer who keeps the deadlines, immediately catching the spirit of the brand and its target audience, meeting our expectations to the fullest. We are very satisfied with Jamie’s work and are looking forward to a continuing professional relationship. In case you are looking for an inspired writer to spice up your brand, we can truly recommend Jamie.’
Georg Wolfram, Marketing Manager, International Luxury Group
After much brainstorming, we came up with the idea of writing each story in the second person tense in order to fully engage the young target audience. Having researched previous Police campaigns, we were familiar with the tone of voice that the brand uses. We set each story in urban environments and used the themes of danger and adventure heavily in each story. The client was delighted with the copy for the press release and the final release was featured in some of the leading international men’s magazines, including Men’s Health.
Here’s how the final press releases looked:
Following the success of the fall/winter 2014 campaign, we were asked to write a similar press release for the fall/winter 2015 watch and jewellery collection. Continuing the theme of urban 80’s Americana.
Here’s what we came up with: