Abercrombie & Fitch - "This Is The Time"

The Richards Group

The Richards Group Dallas, Stati Uniti

Premi

13505

Marca: Abercrombie & Fitch
Paese: Stati Uniti

Cliente: Abercrombie & Fitch

Titolo	This Is The Time
Brief	Abercrombie & Fitch wants to move beyond its sexy flesh-dominated image and take a more mature approach to its young target market. This spot features millennials as they embark on a number of “firsts”: their first apartment, first heartbreak, first job. As they travel, eat, love and explore – all while wearing Abercrombie’s ripped jeans and plaid shirts – the voiceover encourages them to “screw up, date all the wrong people, learn by doing”.
Agenzia	The Richards Group
Campagna	This is the Time
Cliente	Abercrombie & Fitch
Marca	Abercrombie & Fitch
Data di Prima Diffusione/Publicazione	2017 / 10
Settore	Abbigliamento
Trama	In its latest campaign, Abercrombie is hoping to show its target demographic of 21-24-year-olds that the brand has moved past its sex appeal days and is ready to take on a more mature persona. Called ‘This is the Time,’ the spot features millennials as they embark on a number of “firsts” in their lives: first apartment, first heartbreak, first job. As they frolic through new cities and go on new adventures - donning Abercrombie’s signature ripped jeans and plaid shirts, of course - a voiceover encourages them to “screw up, date all the wrong people, learn by doing.”
Tipo di Media	Web Film
Lunghezza	60 seconds
Copywriter	David Canright
Creative Group Head	David Canright
Art Director	Lynda Hodge
Producer	Sheri Cartwright
Brand Management	Stephanie Vander Linden
Brand Management	Elizabeth Wilcox
Casa di Produzione	Rodeo Show
Executive Producer	Raphael Leopold
Director	Him & Her
Post Produzione	charlieuniformtango
Editor	Jack Waldrip
Music	Human
Audio	charlieuniformtango
Audio	Russell Smith