Trevor Beattie
Partner at BMB
London, Reino Unido
TituloSubliminal Advertising Experiment
Agência
Campanha Spring/Summer 1999 - FCUK
Anunciante French Connection
Marca FCUK
PostedDezembro 2001
Produto Fashion Clothing
Sector Empresarial Vestuário, moda e calçado
Legenda subliminal advertising experiment
História Poster & DPS press ad, oceans of white space, cropped fashion shot, with large headline: 'subliminal advertising experiment'. The words are stacked above each other so that the word 'sex' is spelt vertically downwards. FCUK logo appears in the bottom right hand corner.
Filosofia This campaign built on the cheeky, 'in your face' attitude established for FC by exploiting the myth of subliminal advertising. By hiding 'sex' in the headline we were playing games with our audience, challenging them to decode our message. This involvement of the consumer has been key to the success of the campaign. Media also contributed to the 'subliminal' approach: ambient media such as bus tickets and 5" TV blipverts were used, so that the brand was seen to be ambushing the consumer by popping up in unexpected places.
Problema Having created a differentiating brand positioning for FC (focussing on the brand, rather than the clothes themselves), the agency was faced with the task of maintaining this distinctive brand attitude, and of keeping French Connection at the forefront of our consumer's mind. A limited media budget needed to be maximised in terms of impact/media attention, as with previous campaigns.
Tipo de Mídia Imprensa e publicações
Mercado Estados Unidos, Reino Unido
Director criativo
Redator
Director de arte

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started