River Island - "Autumn/Winter 2018 Collection"

Studio Blvd.

Studio Blvd. London, Regno Unito

6156

Marca: River Island
Paese: Regno Unito

Cliente: River Island

Titolo	Autumn/Winter 2018 Collection
Agenzia	Studio Blvd.
Campagna	#LabelsAreForClothes
Cliente	River Island
Marca	River Island
Data di Prima Diffusione/Publicazione	2018 / 9
Settore	Abbigliamento, Moda, Calzature
Trama	Studio Blvd. has created a new Labels Are For Clothes campaign with River Island featuring a mixed ability cast. The AW18 campaign was created in response to the tens of thousands of comments generated from the successful launch of Labels are For Clothes in SS18. Loving the first instalment, fans of the campaign asked to see more inclusivity of disabled people who make up 19% of the UK population. The LAFC campaign will run from September 17th across TV, digital, social, online and in-store and coincide with River Island’s 30th anniversary celebrations. The launch of Labels Are For Clothes generated over 56 million earned impressions and tens of thousands of comments. Recognising the positive response, Studio Blvd. and River Island decided to harness the power of earned media and commit to celebrating diversity and inclusivity in a way that continued to connect with their audience. So when fans of the campaign suggested to dispel the stereotypes and labels associated with disability, agency and brand listened. The ad campaign features a 50/50 mixed ability cast, but rather than focus on each model’s disabilities, it’s their personalities that shine through. Shot by renowned photographer Liz Collins and styled by Patrick Mackie, the campaign stars Paralympian athlete Jordan Luce who suffers from a condition that means he has to use a wheelchair daily. Down Syndrome models Kathleen Humberstone and Harry Britton (pictured) also feature in the campaign with self-empowering slogans ‘DO EXPECT GREATNESS’ and ‘100% STYLE QUEEN’. Other models include blogger and motivational speaker Mama Cox, who lost her right leg to cancer and dermatology student Ralph Souffrant, who suffered from low self-confidence because of his hyperpigmentation. The colourful AW18 campaign continues to champion diversity and inclusivity in a way never seen before in the fashion retail category. In partnership with anti-bullying charity Ditch The Label, River Island have created a selection of slogan t-shirts and sweatshirts, championing the Labels Are for Clothes empowerment message.
Tipo di Media	Televisione
Lunghezza	30 seconds
Chief Strategy Officer	Alistair Green
Copywriter	Jen Cox
Art Director	Callum Walker
Photographer	Liz Collins
Director	Liz Collins
Creative Director	Victor Pyk
Strategy/Planning	Alistair Green
Photographer's Agent	CLM
Media Agency	Manning Gottlieb OMD
Media Planner	Matt Mint
Casa di Produzione	JN Production
Post Produzione	Studio RM