In a bold cross cultural initiative, Sydney casting and production agency Six Wolves
has created the first-ever Australian advertising campaign for British clothing
label Ben Sherman.

Responsible for the spring/summer concept, Six Wolves produced, cast and directed the campaign. With a brief to create a look and feel that encapsulated "London life in the park", with an Australian edge, director Adam Browne said the challenge was in maintaining the London element.
"This was the client's first creative concept in Australia so we wanted to keep a London edge to it whilst still giving it an Australian feel," he said.

One of the biggest international lifestyle brands in the Asia pacific region, Ben Sherman wanted to develop a campaign combining London and Australian cultures. Six Wolves came up with the idea to source an English-inspired garden backdrop that would showcase the idea of Londoners enjoying summer days in the park with their mates – an image not altogether removed from the Australian outdoorsyness the label is seeking to capitalise upon.

As Australia’s first agency to specialise in street casting, Six Wolves worked directly with
the client to create the advertising campaign, which will feature across print, POS and
online platforms in Australia and New Zealand for the next six months.

Shot on location in the gardens of one of Sydney’s most historic 18th century mansions,
Vaucluse House, Browne and his co-director Kristen Perich brought on board
Sydney-based fashion photographer Chris Morris.

"By adding subtle elements like water, it brought it back to an Australian culture of
playing under a water sprinkler and Chris captured this atmosphere
beautifully," said Browne.

"The guys needed to have a classic sensibility but we also wanted to introduce a little
grunge to the mix so we used one of our Six Wolves street models to give it a cool rawer
edge."

Brand marketing manager from distributors True Alliance, Samantha Rosich, was impressed with the campaign process and creative results.
"Six Wolves was efficient, flexible and openminded. It is a creative team that I’d definitely work with again; they take the hard work out of the production process."