Brief: Reinvigorate the Matalan brand with an advertising campaign.
Edge of Town: Matalan is commonly included in a list of 'high street brands' but its stores are very rarely located on the high street and instead, are found at the edge of towns and cities in urban/ rural areas. Their location opens them up to a whole new image, a much more fresh and youthful vibe, giving them that much needed edge they lack. This gives Matalan the opportunity to embrace an off the high street fashion brand, using their raw environment, urban roots and gritty out of the city image to appeal to a younger audience, giving people a reason to travel to the 'edge of town'.
