Listening Intelligently #2 | Celebrating Same Sex Marriage

With the announcement that Same Sex Marriage Legislation would change on the 29th March, 2014, Hello Finch were the in-house commercial and operational partner at Moss Bros. The highly talented in-house designer Sotos Georgalli and marketing head Dave Shaw were keen to do something to celebrate the occasion.

As a retailer known for their Hire offer, Moss Bros certainly knew how to dress men for the most important occasions of their lives… why would we not wish to dress two grooms?!

Sotos and Dave had formed a good relationship with the leading mens publication Attitude, who were also keen to do something to mark the occasion. A coffee table glossy was agreed, with Moss Bros as the title sponsor.

Having just transformed the brand from it’s earlier unloved Moss rebrand, back to its iconic Moss Bros roots, our plan was to create a “shock and awe” campaign to build on the successful I AM LONDON campaign, featuring model of the moment Billy Huxley.

Sotos and Dave came to me with an audacious campaign idea – one wedding, two grooms – they were worried whether the Board would go for it… as a 160 year old retailer, even with a newish Board, this was a dynamic step change for the brand.

We supported it 100%, in fact pushed them to go further and alongside Attitude who’d decided to feature Union J band member Jaymi Hensley and his fiancé Olly Marmon wearing looks from the Moss Bros spring 14 collection.

We championed them to go bold…. but they had no meaningful media budget…

Cue 140 Moss Bros stores featuring Jamyi & Olly in the window – that’s 140 x 48-sheets, media value stratospheric, impact immense, doing the right thing because #LoveIsLove – 100%!

The campaign even featured in The Times Business Pages…

…and the results spoke for themselves. A share price moving from 0.99p to over 105p and approaches to discuss from around the world. Oh and a gorgeous invitation from Attitude to attend their 20th Birthday Party… Now that was a night to remember… I’m sure I have a photo *somewhere*!!

That’s what we mean by Listening Intelligently.