Simons is floating on air

Canadian brand Simons is the country's oldest family-owned business and the 185-year old retailer has launched a new campaign that explores how clothes can make a person feel.

Called Dress Yourself, the campaign was created and produced by Toronto-based Scouts Honour and directed by Mark Zibert. The challenge presented to Zibert by Harry Tsantarolakis, the VP of Brand Image at Simons, was to build a campaign that connected with a broad audience and spark a sense of joy and connection among Canadians.

The campaign features a series of young people in empty, urban setting with clothing floating around them. As the film continues, the clothing and their human counterparts connect, igniting a reaction which brings the items to life. The two-and-a-half minute film is accompanied by a quietly building soundtrack called Just Stand There, by Fred Again… & SOAK.

“Dress Yourself is about empowerment and self-expression: not an instruction but an invitation," said Tsantarolakis. “Through this campaign we’re inviting Canadians to embrace their own identity and choose what makes them feel most themselves. With Simons there to support that journey.” -

“Dress Yourself started with a simple concept that I had about mysterious clothes floating with the eventual intersection with the people who wear them," added Zibert. "Our goal with the film was to effortlessly deliver contagious enthusiasm through artful simplicity.”