This cheeky new campaign for the French Connection Spring/Summer 2012 line takes a risk by making the customer realize he is the brand if he chooses to wear it. In one of the ads, the brand features a body shot of a man who appears to be throwing a glass of milk at someone behind the camera and has a caption written across it that reads: Today the Collection feels lactose intolerant.
Another ad from this release is a little more obvious with its messaging; it features a man dressed from head to toe in layers upon layers of the new collection, including many hats that obscure the model’s face, and reads, "I am the Collection." What remains to be seen from this clever campaign is how audiences will react; will they think that the honest branding is hip and buy pieces from the French Connection Spring/Summer 2012 collection or will this form of marketing only bring attention to the fact that as customers, we all are brands of the products we consume?
Stats for Honestly Branded Fashion Campaigns
Trending: Older & Mild
Research: 1,600 clicks in 221 w
Interest: 2.4 minutes
Concept: French Connection
Related: 107 examples / 82 photos
Segment: Males, 18-55+
Comparison Set: 39 similar articles, including: stag-headed model shoots, darkly dapper catwalks, and sensually violent editorials.
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