Live.Light with Kipling’s Spring/Summer 22 Campaign
Kipling combines quality, function, and style to create the ideal all day accessory, from day to night. Eleven Miles has brought this to life in their latest Spring Summer campaign.
Owned by VF International, Kipling approached Eleven Miles to bring their “Live Light” mantra to life for their upcoming SS22 Campaign. The campaign encourages customers to pursue a positive outlook on life, making the most of every day. It is about being true to yourself. It is living an organised and lighter life both mentally and physically, where less is more.
The campaign has been distributed globally in-store, online and on social, with a real focus on creating an asset pack that would translate seamlessly across all markets and regions.
Real Talent
As with any brief that Eleven Miles source Talent for, it was important that the people behind the campaign were authentic, and a true reflection of the brand’s Live.Light messaging. Eleven Miles conducted thorough outreach to carefully identify the right Talent. We hand-selected people who would resonate with the brand, and who had highly contrasting day and nighttime activities to show how the Kipling bags can be used through all aspects of life.
Liaising directly with the Talent and their agencies, Eleven Miles landed the final four Talent selections for the campaign;
Clara Tan
Engineer / Dancer
India Pearson
Podcaster/Paddleboarder
Jess Young
Nail Technician / DJ
Sapphire MacIntosh
Journalist/Footballer
“We partnered with a range of authentic, multi-faceted people who embody the spirit of Live.Light.Those who live life to the full, with passion and positivity, open-mindedness, and an on-the-go lifestyle.”
Lisa Goris, Kipling Bags
The Eleven Miles crew produced the campaign from start to end, sourcing a variety of London locations to perfectly fit the creative narratives.
A selection of the live content shared across social:
With SS22 live on your social feeds and in-store, we are now well underway with delivering Kipling’s FW22 campaign, where the Talent’s stories will be developed through a full follow-up campaign, involving some new and some familiar faces. Keep an eye out on Eleven Miles' and Kipling's socials for more on the project.