Why Is Fashion Site Lyst Encouraging New Yorkers to 'Drop Some Acid?'

Anomaly's First Work for Online Mall Aims to Provoke

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Provocative headlines such as "Drop some acid," "Bell-end" and "Pointless" are juxtaposed next to models in a print and poster campaign from fashion e-commerce platform Lyst that goes live today in London and New York.

The campaign, the first from Anomaly's London office, which Lyst appointed earlier this year, uses facts and figures from Lyst's own fashion data to have some fun with the copy. Along with the risque headlines, the ads feature additional copy explaining the data insights behind them. For example "Drop More Acid" urges New Yorkers to buy more acid-washed denim in response to data that shows Londoners are outshopping them on this trend, "Bell End" highlights London's searches for flared trousers, and "Pointless" references the trend for Mary-Jane style shoes. Each of the 10 images was shot by British fashion photographer Charlotte Wales.

The campaign will run for a month across billboards and magazines in New York and London. Lyst, which acts as an online shopping mall for different designers and brands but also lets customers pay at one checkout, today announced that Christian Woolfenden will be joining as chief marketing officer in January 2015. Most recently managing director at Paddy Power, he has also been global brand director for Bacardi.

Camilla Harrison, CEO and partner, Anomaly London, said in a statement: "Lyst is transforming the way we buy fashion, so this first campaign is a provocative stake in the ground."

You can read more about the campaign over at AdAge.com.

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Nov 15, 2015
Anomaly London
Executive Creative Director:
Alex Holder
Creative Director:
Craig Ainsley
Visual Content and Comissions Director:
Lydia Pang
Charlotte Wales
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