The project celebrated an extraordinary milestone, 125 years of Marks & Spencer’s legacy. The anniversary campaign set out to capture the brand’s pioneering spirit, its influence across fashion and food, and the enduring qualities that have defined Marks & Spencer since the original Penny Bazaar opened in 1884.
Solution
Drawing from the brand’s rich archive, the campaign design incorporated vintage packaging, historical advertising, photography, and classic Marks & Spencer branding. The TV campaign, created by RKCR/Y&R and narrated by Twiggy, the iconic British model and long-time M&S ambassador, anchored the nationwide rollout. To complement this, commissioning the renowned fashion illustrator David Downton to create exclusive illustrations for limited-edition shopping bags and storefront visuals adds a sense of artistry, high-end fashion and heritage to the campaign’s visual language.
Challenges
The scale and sensitivity of the project demanded precise coordination and complete confidentiality. As all design and brand materials were developed independently of the TV advert, maintaining visual and tonal cohesion without access to final footage required careful creative judgment and strong communication across departments.
Outcomes
The 125th Anniversary campaign achieved outstanding results, generating widespread media attention and deepening customer engagement. Sales of limited-edition one-penny products raised nearly £2 million for charity, underscoring Marks & Spencer’s continued commitment to community and social impact. The campaign celebrated the brand’s legacy while reinforcing its modern relevance.
