M&S launches first multimedia kidswear ad campaign

M&S has launched its first multimedia ad campaign for kids as it looks for four youngsters to be the face of its autumn/winter kidswear campaign.

The campaign, run in partnership with ITV and fashion photographer Rankin, asks parents or guardians to upload a one-minute video showing their child’s passion or talent on the M&S Do Your Thing microsite. It is promoted in M&S stores, online, on TV, print and through video-on-demand. The ‘Do your Thing’ campaign promotes this year’s summer clothing collection, whose models include a young photographer, a hula hooper, a street dancer and an astronomer, and encourages parents to enter their children to be involved in the next campaign.

Rankin will be judging the competition alongside Alex Kelly, marketing manager for M&S Kidswear. The top videos will be showcased on the microsite from May 27.

Karl Doyle, M&S director of kidswear, said: “We’re really excited to be working with ITV and Rankin on this nationwide search in what is a totally original and unique campaign.”