| Title | Babe on Board |
| Agency |
TBWA\London
|
| Campaign |
Babe on Board
|
| Advertiser |
French Connection
|
| Brand |
FCUK
|
| Posted | September 2003 |
| Product |
Fashion Clothing
|
| Business Sector | Apparel, Fashion & Footwear
|
| Story | Since it's launch in 1997, the fcuk campaign for UK clothing retailer French Connection has had massive impact. The campaign bucks the trend of fashion retailers, and instead of focussing on the clothes, the campaign focuses on the fcuk attitude. |
| Philosophy | French Connection disrupted the market by focussing on the fcuk attitude, rather than the clothes. The initials of the company name, French Connection United Kingdom, were made the hero of the campaign. By focussing on the attitude, the brand grown out of just clothing and into other areas of consumers' lives. |
| Problem | The UK fashion market was coming out of recession in 1997. Fashion marketing, then as now, was not emotionally persuasive and did not build brands. Advertising focussed on the clothing, creating homogeneous and transient campaigns. French Connection needed to do something to stand out from the crowd. |
| Media Type |
Outdoor/Out of Home
|
| Market | United Kingdom |
| Creative Director |
Trevor Beattie
|
| Copywriter |
Trevor Beattie
|
| Art Director |
Bill Bungay
|
