Lisa Rosewell, Lowe Bull's art director on the campaign, says illustrators were brought in to create works of art that would depict an aspirational world, which was also very much an achievable world.
"Essentially, the campaign puts everything Metropolitan offers under one umbrella, in a way that feels achievable," she says. "It's part of the language identity that Metropolitan are creating , but it's more than just a look. It also wipes away racial and class barriers, and talks directly to the target market."
This is also not a one-ad-fits-all campaign; there are numerous different ads, which means each one creates interest on its own. Individually, too, the ads are complex and filled with visual interest, inviting more than just a casual glance.
Comments Rosewell: "We hope consumers will respond to the ads and enjoy them, and the variety means that everyone has a different experience."
