Stylish New Campaign Film From Oxfam via Dentsu Creative & Prettybird’s Lucrecia Taormina

The campaign highlights the rapid growth of the second-hand clothing market, especially among young people.




Dentsu Creative


A beautifully-filmed new campaign film from Dentsu Creative and Prettybird director, Lucrecia Taormina, celebrates Oxfam’s heritage in second-hand clothing.

The campaign highlights the rapid growth of the second-hand clothing market, especially among young people.

“When I received the brief, I was instantly drawn to it, as it had a focus on Oxfam’s fashion,” said Taormina.


“I was l inspired and excited by it; having the opportunity to showcase not only the past but the future of Oxfam. So I created a story combining both (past and future) by assembling beautiful clothes from the 50s to 2000s (We had a total of 27 looks) thanks to the amazing stylist Celia Arias, and swapping them using locked on stabilization effect.”



Rachael Huttly, Oxfam head of retail marketing, added, “Oxfam has been selling second-hand fashion for more than seven decades, offering generations of UK consumers a way to shop sustainably for all that time. It’s so encouraging to see that second-hand is being embraced by increasing numbers of future-focussed shoppers, searching for stylish, affordable clothes that are doubly feelgood as they help to protect the planet while raising money for a better and more equal world without poverty.”

“It’s not often you get to bring the worlds of fashion and environmentalism together, so naturally we jumped at the chance to work with Oxfam,” said Will Wright & James Morgan, senior creatives at Dentsu Creative.

“It’s been a collaborative effort from the very beginning and the talents of so many have made something that seemed impossible happen. We couldn’t be happier with the outcome.”


Client: Oxfam
Head of Retail Marketing: Rachael Huttly
Marketing Manager: Jen Gale
Ecommerce Marketing Executive: Stephanie Shaw

Agency: Dentsu Creative
Executive Creative Director: Simon Lloyd
Senior Creatives: Will Wright & James Morgan
Producer: Alexis Myers
Producer: Nicky Davison
Account Director: Raffi Churcher
Strategy Director: June Fong

Production Company: PRETTYBIRD UK
Director: Lucrecia Taormina
Co-founder & Executive Producer: Juliette Larthe
Head of Production: Fiona Bamford-Phillips
New Business Rep: Shiara Miranda
Executive Producer: Paulette Caletti
Producer: Benji Landman
Production Assistant: Enrique Soares Da Silva
1st AD: Joe Mulvihill
Runners: Aljoe Joby & Clara Coudoux
Director of Photography: Jack Reynolds
Stylist: Celia Arias
Stylist Assistant: Laura Clee

Casting Agency: Lane Casting
Casting Director: Hannah Ashby Ward

Editing: Trim
Editor: Ross Hallard
Edit Producer: Tatyana Alexandra

Grade: ETC
Colourist: Luke Morrison
Grade Producer: Oliver Whitworth

VFX: Unit
VFX Producer: Tania de Sousa
VFX Artists: Ian Baker & Rob Ellis

Sound: Finger Music
Sound Designer: Seb Bruen
Thanks to Rivoli Ballroom, Panavision & Prolight

The Staff

The Staff

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