I Am The Collection: The creative campaign for French Connection’s Autumn / Winter 2011, created by 101, directed and photographed by Leila and Damien de Blinkk, styled by Georgina Hodson, with cinematography by Marc Gomez del Moral.
The campaign marks a change from past creative communications, focusing on the clothes and celebrating the power and the possibility of the garment. Each of the eight hero garments has its own mini campaign with the story told from the point of view of the clothes.
The campaign will be staggered throughout the season, with a constantly evolving message, digitally, in cinema, on TV, in print, outdoor and in-store. During the campaign in-store windows and the homepage www.frenchconnection.com will changed regularly to showcase the hero garment.
The teaser campaign launched in the shape of a 60” trailer, running online and in cinemas followed by eight mini campaigns throughout August, September and October in 2011.
The I am the collection 60" cinematic spot has gone on to be featured in APA Show 2012 as one of the 50 best ads of the past year and picked up a Kinsale Shark in the cinematic category.