Wax/On

London

Fred Perry - The original twin tip

Fred Perry - The original twin tip

The original ‘twin tipped’ polo shirt is the look that took Fred Perry from sportwear to streetwear. Reflecting the classic polo’s heritage in subculture and music, we created a global campaign across OOH, Spotify, Instagram and in-store to celebrate the four iconic colourways. 

The challenge of subcultures rejecting traditional channels led us to do two things – (1) treat everything as media (2) use those traditional channels in more credible ways.

We created real-world colour ‘take-overs’ at special locations. Street signs in Fred Perry’s native Stockport, a plaque at his tennis club in London and an iconic West Ham United greasy spoon were all given a distinctive Fred Perry make-over.  

In a brand first, we created Spotify codes that when scanned through the Spotify app, took people to a playlist curated specifically for each classic shirt colourway. The codes were found on OOH creative and on stickers posted around carefully selected sites around the UK. As well as the UK, the campaign has rolled out across Europe and Asia. 

Results: Globally, the Black/Champagne/Champagne polo was the highest selling shirt throughout the campaign period. Its success has led to a newly created annual B/C/C event across every market.


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Fred Perry - The original twin tip

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.

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