Best&Less has launched its new brand campaign, ‘So.Much.Better’, championing messy family life. Developed in partnership with Connecting Plots Group, it modernises what the 60-year-old retailer stands for.
The campaign is driven by audience insights into the pressures facing modern Aussie parents. Research conducted for the campaign revealed that 56 per cent of parents feel that worrying about appearances, fueled by unrealistic social media standards, prevents them from enjoying family time.
Over half (52 per cent) regret spending too much time stressing over mess and chaos rather than savouring small moments.
“In a world where so much of family life is filtered and curated, it’s easy to feel like you’re doing it wrong,” said Janine Van Deventer head of marketing at Best&Less. “So.Much.Better is about taking that pressure off. When clothes look and feel good, and the price is right, it gives parents one less thing to worry about — and more freedom to just be present and enjoy family life.”
Australian country artist James Johnston was commissioned to write and record a song specifically for the brand. The track was designed to act as a sonic branding device across all channels.
“The category tends to only talk price and trend, but Best&Less has the 60 year credibility to do something braver: to stand up for real Australian families and reject a culture of perfection that makes mums and dads feel judged,” said Dave Jansen co-founder and chief imagination officer at Connecting Plots
A documentary approach across video and photography was used for the campaign, bypassing studios and professional actors. Partnering with filmmaker Hailey Bartholomew, the creative team captured unscripted moments inside the homes of 15 Australian families.
“Being in these homes was such a reminder of how powerful it is to let life be real,” said Hailey Bartholomew. “The noise, the chaos, the laughter — those unscripted moments are what shape childhood. That’s where life really is so much better.”
CREDITS
Client: Best&Less
Head of Marketing: Janine VanDeventer
Brand Marketing Manager: Will Dance
Social Media & Digital Content Manager: Alice Shaw
Creative, Comms & PR: Connecting Plots Group
Chief Imagination Officer: David Jansen
Managing Director: Kate Sheppard
Strategist: Craig Page
Creative Director: John Gault
Senior Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Head of PR and Earned: Katie Eastment
Project Director: Rachel Smith Heffernan
Design Director: Blair Palmer
Publicist: Lucy Saarelaht
Social and Content Manager: Sarah Kennedy
Creative Services Manager: Mary Morrell
Production: Infinity Squared
Executive Producer: Erin McBean
Director + Photographer: Hailey Bartholemew
DOP: Mark Desiatov
Editor: Annika Damon
Sound: Michael Thomas
