• L'Oréal Melbourne Fashion Festival 2012 campaign: Model and artist Myf Shepherd.
    L'Oréal Melbourne Fashion Festival 2012 campaign: Model and artist Myf Shepherd.

The L'Oreal Melbourne Fashion Festival (LMFF) has officially launched its 2012 campaign.

The 2012 creative was unveiled at a special function in North Melbourne on December 1, with over 300 VIP guests including LMFF chief executive Graeme Lewsey and creative advisor Grant Pearce.

As previously reported in Ragtrader [November 18], the new campaign showcases a change in direction for the festival creative, which will not feature a celebrity ambassador this year.

Instead, the 2012 creative has been designed to evoke a “tactically, all-embracing quality to it, one that emanates a strong sense of community through celebrating local Australian talent, their love of the festival and all that Melbourne has to offer”, according to Lewsey.

The campaign, shot by an Australian photographer, is headlined by Australian models Myf Shepherd, Nicole Trunfio and Alexandra Agoston, and also features a vast range of Australian designer collections in the shoot.

The creative will also incorporate “Friends of the Festival”, a long line up of Australian talent, including artist Vincent Fantauzzo, principal dancer for The Australian Ballet Andrew Killian, restaurateur Sharon van Haandel, blogger, personal shopper and stylist Micah Gianneli, DJ/producer Andy Murphy, and radio journalist and newsreader Lauren Brain.

This year, the campaign will also be extended via a multi-layered platform of digital content, used to profile “Friends of the Festival”. These clips, captured on film, will be released in the months leading up to the festival in March to drive a social media strategy of consumer engagement and integration.

Lewsey said the campaign was developed to support and promote retail in challenging times and will also aim to engage and include consumers. Activations on site throughout the festival will capture images of consumers, enabling them to interact with the campaign creative – digitally, virally online and through print.

“In a digital social media age, where consumers are the new fashion authority, this campaign is level headed, tactile and does not pull on celebrity endorsement. It puts everyday consumers in the heart and soul of this campaign. It's your festival, and it's for everyone to enjoy and engage with,” he said.

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