Following the success of the previous Mother's Day project, hmv asked us to work on a seasonal in-store campaign for Father's Day.

After much consideration over what would have the broadest appeal, we decided to reference the iconic British movie, 'The Italian Job'. Using the recognisable imagery of classic Mini Coopers, we were able to simply spell out 'Dad'; making an immediate connection with everyone who saw and loved the original movie, and those younger fathers who will have seen the remake. This solution also lent itself well to spelling out 'hmv' in a customised version of the logo.