| Titulo | 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”. |
| Agência | The Richards Group |
| Campanha | This is the Time |
| Anunciante | Abercrombie & Fitch |
| Marca | Abercrombie & Fitch |
| Data da primeira Transmissão/Publicação | 2017 / 10 |
| Sector Empresarial | Vestuário |
| História | 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 de Mídia | Viral |
| Comprimento | |
| Redator | David Canright |
| Chefe de grupo criativo | David Canright |
| Director de arte | Lynda Hodge |
| Produtor | Sheri Cartwright |
| Brand Management | Stephanie Vander Linden |
| Brand Management | Elizabeth Wilcox |
| Produtora | Rodeo Show |
| Produtor executivo | Raphael Leopold |
| Realizador | Him & Her |
| Pós produção | charlieuniformtango |
| Editor | Jack Waldrip |
| Música | Human |
| Auditivo | charlieuniformtango |
| Auditivo | Russell Smith |