Starting with the legendary Black/Champagne/Champagne colourway, our challenge was to celebrate Fred Perry’s iconic ‘twin-tipped’ shirts globally through a “niche but loud” multi-channel campaign across paid, owned and earned.
Stunningly shot imagery with Fred Perry influencers formed the core of the creative, with still and moving imagery featuring across social, OOH, instore and Spotify. The campaign was also brought to life through series of real-world colour ‘take-overs’ at specially selected locations. These included street signs in Fred Perry’s native Stockport, a plaque at his tennis club in London and the whole side of the Lock Tavern pub in Camden, the infamous hang-out of emerging DJs and bands.
In a brand first, we created Spotify codes that when scanned on the app, took people to a playlist curated specifically against each classic shirt colourway. The Black/Champagne/Champagne playlist consisted of tracks from emerging talent. The codes were found on OOH creative, stickers posted around carefully selected sites in London and Manchester, as well as Fred Perry’s home town of Stockport.
Starting in London, Manchester, Stockport (the birthplace of Fred Perry), Paris and Berlin, the campaign continued to roll out across Italy, Japan, Hong Kong and China.
By the end of the campaign, the Black/Champagne/Champagne shirt was Fred Perry’s biggest selling item globally.