MR PORTER LAUNCHES CAMPAIGN, “DISCOVER MR PORTER”, RE-ESTABLIShING ITS CORE BRAND VALUES
LONDON, UK (9 MAY 2022) – Discover MR PORTER is a year-long campaign that seeks to re-establish its core values by taking stock of where the brand is, reflecting on the progress made in the last 11 years and looking boldly ahead to the future.
MR PORTER places its values of community, inclusivity and responsible style at the forefront of this campaign, focusing on themes of belonging, identity and exploration. The ambition of the campaign is to celebrate today’s modern world and embrace its complex makeup, while showcasing MR PORTER not only as a style destination, but as a place of discovery and self-expression.
Led by the medium of film, the campaign examines each theme through three short films, inviting viewers to look inwards and discover who they are, to seek connection and community through shared passions, and to imagine what is yet to come.
Belonging – storytelling the sense of community, be that family, friendship, love, sport, or music Identity – evoking personality and individuality, to ask the questions “who am I?” and “who do I want to become?”
Exploration – championing responsible style and craftsmanship, highlighting the next generation and future of the planet
Discover MR PORTER reflects the unique development of the brand across its product, content and service proposition. It’s available globally across social and online channels, premium programmatic TV partners, prime out-of-home locations across its key markets in the US, UK, Middle East and Hong Kong, alongside MR PORTER’s own channels including Instagram, YouTube and Facebook, as well as on site and the MR PORTER app.
The campaign narrative and voiceover are brought to life by worldly sayings, which were adapted and reworked to unpack the themes and topics leading each film and still imagery.
The beauty of Discover MR PORTER is that each film will mean something completely different to each person. The language, cinematic filming and locations all take you on an emotive journey. Across the three films, the campaign evokes our core pillars and signifies a pivotal moment in MR PORTER’s evolution, allowing people to discover and rediscover our brand in a refreshed light. As a global business we have a responsibility to our customers – whoever they are, whatever they do and wherever they are from – to showcase our brand values of community, inclusivity and responsible style, and to let them know everyone is welcome at MR PORTER.
Mr Ben Palmer, Creative Director, MR PORTER
