The Mall, Bristol’s top shopping destination, host fashion shows throughout the year. For Bristol Fashion Week, the idea was to make the event as inclusive as possible. Not just for influencers and models, but for anyone and everyone.

McCann's teamed up with BBB to produce locations and fashion styling for  a tongue-in-cheek campaign featured normal people, with normal lives, in real situations—only posing like models. While acknowledging fashion’s more ridiculous side, we also successfully highlighted The Mall’s relatable, high-street fashion credentials.