Barbour

Succeeding by design for 40 years.

Creative Direction

Film

Motion

Production

Strategy

There are few fashion products throughout history that have reached national treasure status: The Burberry trench, Stan Smiths, The Birkin bag, Dr. Marten's boots, Levis 501s and of course The Barbour Beaufort. In developing the campaign’s positioning, An Evergreen Icon, it felt natural to lean into the idea that trends come and go but icons of style are evergreen.

+340%

Mentions of ‘wax’ jackets in arrivals, favouring ‘classic’ waxed jackets over LY / 'puffers'.

Awareness + Performance

Shot against the iconic Barbour waxed cotton and Barbour tartan, the advertising campaign centres around classic portraiture and emotive story-telling. The cast: a cultural and aspirational community spotlighting the Beaufort’s unique style and silhouette, each revealing stories about their relationship with the Beaufort and its impact on their lives. A rare glimpse into the multi-faceted and trans-generational impact the Beaufort has had on the world over the past 40 years.

“Working with Plus exceeds expectation every time. They have been my continued go to agency for over 10 years to drive strategic brand work that is vital in revitalising or realising the power of brands in today’s landscape. The Barbour Evergreen Icon campaign created a democratic, modern and aspirational interpretation of our iconic wax jacket, driving increased desirability, engagement, retail partnerships and unlocking growth.

”

Anna Howes. Head of Global Marketing.