Century 21, the iconic New York City retailer, recently unveiled its new spring campaign, “Who Bought It Best?” The name of the campaign is a playful spin on everyone's favorite celebrity style-off question, «Who Wore It Best?» The campaign puts the brand's luxury and value propositions front and center in a literal side-by-side comparison. Every shot features a mirror image of a real Century 21 customer or employee dressed in a head-to-toe designer look. The twist? One bought the designer piece at another retailer while the other «bought it best» at Century 21, as per an official release.The campaign has been rolled out in stores, on social channels, and via targeted digital ads. Throughout the spring, ads will run in New York and New Jersey on posters and bus shelter wraps. 15-second commercial spots – utilizing live-action mirror imagery and the same colorways as the print ads – will run on local New York television and Taxi TV starting in April. The ads show men and women purchasing the same item on each side of the screen. The price comparison («Theirs» vs «Ours») then flashes up on the screen to demonstrate who bought it best, according to the release.Michael Kustermann, Chief Marketing Officer, Century 21 was quoted as saying, «The real star of Who Bought It Best? is the savings.» «We have such an incredibly diverse and loyal fanbase with customers defining value and luxury in their own way. We wanted this campaign to celebrate the thrill of savings that everyone identifies with our shopping experience. Whether someone is looking for a current season designer wardrobe or an incredible deal on high-quality basics, Century 21 lets everyone buy it 'best' every day.»As per the release, the campaign marks the first time the retailer has cast everyday people in their campaign, showcasing the diverse clientele and team members that make Century 21 so authentically New York. Customers with great style were stopped as they shopped Century 21's New York City locations and asked to be in the campaign by the brand's Creative Director. In addition, stylish employees including an Associate Creative Director, Sales Associate, Assistant Marketing Manager and Corporate Merchandise Operations Manager act as campaign models. Century 21 is also swapping out its iconic red and black colorway for a brand campaign awash in bright, playful, of-the-moment pastels – the perfect backdrop to let the people and clothing pop.Launching April 1, a contest will go live in which shoppers can enter to win a $500 Century 21 gift card and a chance to be featured in the campaign, as per the release.Click on the slideshow for a sneak peek at the campaign   https://www.blouinartinfo.com/              Founder: Louise Blouin Read more