F&F spotlights versatility of its summer collection
The new campaign by BBH london, was directed by the duo Julia & Vincent of DMB Production.
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Tesco’s fashion and homeware brand F&F is showcasing how it can help customers navigate summer travel in a new ad campaign created by BBH London.
The work marks the second year of F&F’s Style It Out brand platform, demonstrating how the brand can help consumers navigate life whilst giving it a new richer meaning.
The campaign is built around the idea that while summer holidays are the stuff of dreams, getting there can be a nightmare. F&F saw a golden opportunity to spotlight the messier side of travel that is often ignored by other fashion brands, as millions of Brits prepare to go abroad this summer.
The brand continues to establish its style credentials this year by enlisting high-fashion director duo Julia & Vincent of DMB Production to shoot the campaign. They bring their distinct luxe cinematography to this season’s campaign.
Credits
View on- Agency BBH/London
- Production Company DMB
- Director Julia & Vincent
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Credits
View on- Agency BBH/London
- Production Company DMB
- Director Julia & Vincent
- Editor Alexis Benot
- Editor Eugene Signoret
- Editing/Post Production Paume
- Post Production Creative Outpost
- Sound Design Kitchenette
- Music Supervision The Hogan
- Music Supervisor Sean Hogan
- Chief Creative Officer Felipe Serradourada Guimaraes
- Creative Director Uche Ezugwu
- Creative Director Zoe Stott
- Creative Gemina Flores
- Creative Jemma Burgess
- Design Director Miguel Sousa
- Designer Sophie Harper
- Designer Lucy Russell
- Designer Keiti Collins
- Senior Producer Kreepa Naisbitt
- Producer Valentina Schwendinger
- Producer Lexie Mullins
- Producer Carlota Ruiz de Velasco
- DP Adrien Lallau
- Post Producer Julie Carvalho
- Flame Artist Yann Masson
- Colorist Antoine Ravache
- Audio Mixer Leo Besset
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency BBH/London
- Production Company DMB
- Director Julia & Vincent
- Editor Alexis Benot
- Editor Eugene Signoret
- Editing/Post Production Paume
- Post Production Creative Outpost
- Sound Design Kitchenette
- Music Supervision The Hogan
- Music Supervisor Sean Hogan
- Chief Creative Officer Felipe Serradourada Guimaraes
- Creative Director Uche Ezugwu
- Creative Director Zoe Stott
- Creative Gemina Flores
- Creative Jemma Burgess
- Design Director Miguel Sousa
- Designer Sophie Harper
- Designer Lucy Russell
- Designer Keiti Collins
- Senior Producer Kreepa Naisbitt
- Producer Valentina Schwendinger
- Producer Lexie Mullins
- Producer Carlota Ruiz de Velasco
- DP Adrien Lallau
- Post Producer Julie Carvalho
- Flame Artist Yann Masson
- Colorist Antoine Ravache
- Audio Mixer Leo Besset
The 30-second hero film follows the story of a woman whose luggage gets lost. It opens on our protagonist waiting at baggage claim, realising that her luggage is not going to turn up. She heads to the lost luggage counter where she sees her image reflected in the glass and regains her composure, secure in the knowledge that she can navigate the remainder of her holiday with that one versatile outfit from F&F.
The same narrative arc runs through all elements of the campaign AV, OOH, social and digital channels, with the work charting a journey to the airport, navigating all the situations you find yourself in while on holiday, as well as what can happen if you lose your luggage. June will also see an activation in which F&F unite some lucky holidaymakers with emergency suitcases containing the brand’s summer collection.
Rachel Nooney, Head of Brand and Marketing at F&F, said: “Summer holidays rarely go exactly to plan and we wanted to acknowledge the reality of travel in a way that feels relatable and entertaining. With F&F’s summer collection, we’re showing customers that versatile, stylish fashion can help them feel confident and prepared, whatever the journey throws at them.”
Felipe Serradourada Guimaraes, Chief Creative Officer at BBH London & Dublin, said: “We’re entering another year of Style it Out, with a more integrated campaign, not only in film but also as an activation, all with the single-minded insight of travel nightmares. Style out the chaos of summer. Hope your bags don't get lost.”
Launching with a 30-second spot during Britain’s Got Talent on ITV, the campaign will run nationwide for six weeks from 18 May across TVC, sponsorship idents, print and social. Media planning and buying was handled by WPP Media.
