Dress Up Daily
In creating the Dress Up Daily campaign by Steps the brand ambition was to encourage women to dress up, just a little more everyday. That extra attention to any outfit helps to creates more confidence, more appeal.
The new Autumn/Winter campaign for Steps included a 3 day photoshoot, a direct mail folder sent to 500,000 customers, together with an online and TV campaign all concepted, storyboarded and creatively directed by Cathal McKee. With a new tagline Dress Up Daily I wanted to encourage a new energy towards how women dress on a daily basis.