The apparel brand's end-of-year push focuses on the diversity of its customers and the power of being together.
Roots is focusing on the diversity of its customers and embracing togetherness in its holiday campaign supporting the launch of its 2019 holiday collection.
The campaign, called “Nice Together,” includes a 60-second video featuring footage of more than 50 customers of the brand, cozying up to one another in the plaid, salt-and-pepper and cabin-inspired designs of Roots’ 2019 holiday collection.
This year, the apparel company is also running a photo exhibit by Canadian photographer Barbara Stoneham featuring the families and friends in the campaign. Launching today, the installations will run through to Dec. 24 at Roots’ Bloor Street shop in Toronto, and from Dec. 12 to 24 at its Michigan Avenue location in Chicago.
The brand has a broad and diverse customer base, says James Connell, chief ecommerce and customer experience officer at Roots. It’s one the company has attempted to represent in the campaign. While each individual featured has a unique story to tell, he says the common thread is “they are all better and stronger people because of those surrounding them and they, as a result, build a stronger community.” ...more