Love Island winner Amber Gill stars in The Gate's Littlewoods campaign

David Prior's picture

Love Island winner Amber Gill is the star of Littlewoods' first digital-only campaign, created by The Gate.

The Manchester-based film company was brought in to create "thumb-stopping" digital content, including film and photography, around its partnership with Topshop and Topman.

The campaign, Littlewoods' first to run entirely online and not via traditional television marketing, features Gill as she explores central London locations including The London Eye.

The film is accompanied with ‘ways to wear’, ‘style guides’ and ‘quick fire questions’ content. The team consisted of acclaimed photographer Boo George, who has worked with stars from Little Mix to Dame Helen Mirren.

Created in two weeks, with a one-week shoot, The Gate produced over 1,000 pieces of film and photographic content for use across each of Littlewoods’ digital channels, including its website and social media platforms, as well as for use in press.

Rhiannon Lewis, Managing Partner at The Gate, who lead the Topshop at Littlewoods project, said: “Where we’re really adding value to the client is bringing accountability to the content we’re making. The younger viewers eyes aren't necessarily on TV, so we have to make sure we're capturing those high brand values with online content creation that features scroll-stopping style.

"Our work for Littlewoods is a great example of this and we’re proud to have created a set of content which appeals to the core Littlewoods customer as well as to the younger audiences of Topman and Topshop.”

Jo Fisher, Brand and Advertising Lead at Littlewoods owner Shop Direct, said: “Thanks to The Gate for a fabulous campaign. It wasn’t the easiest by any stretch but they pulled it off brilliantly and we’re excited to see the results our new photography and film are able to generate.”

Entries for the Northern Digital Awards are now open

The event returns to Leeds on Thursday 30th January