Creating ‘Youphoria’ the Nordstrom Way

Nordstrom, the conservative, upscale Seattle-based retailer, is going after a younger, hipper customer with a new, quirky regional online brand campaign.The retailer — which traditionally has handled the creative work for its advertising in-house — has hired Mekanism to develop the new campaign, aimed at promoting the concept of "Youphoria." This includes videos featuring young adults involved in activities like chopping wood or riding a motorcycle while fashionably dressed.