The press and poster campaign, by TBWA/London, introduces a beach-lifestyle scenario. It features "Fcukiki Beach", and the type of cool person who might be associated with the destination.
The campaign begins with "wave", which will also be the core brand image for Fcuk. The ad features a wave curled into a perfect tube. A surfer rides the wave that forms the "c" in the Fcuk logo.
Further ads, which use the strapline "welcome to Fcukiki beach", feature male and female surfers shot in postcard-style settings.
The campaign will run in 12 cities where Fcuk has flagship stores and will be supported by large-scale event marketing and in-store promotions.
French Connection stores will be decorated with sand and will offer tattoo parlours, Fcukiki rock and surfboards for sale. Beach camper vans will tour high streets, handing out stickers and key-rings.
The ads were written by Trevor Beattie, the chairman and creative director of TBWA, and Julia Martens and art directed by Bil Bungay. Image manipulation was by Abacus and Seven studios. Media was planned and bought by Manning Gottlieb OMD.
"Outdoor is the lead medium, backed by press, centred on major conurbations. Outdoor works very well in terms of getting the colour across and that is very important to get across the visual impact of 'wave'," Sarah Thompson, the account manager for fcuk at Manning Gottlieb OMD, said. "This is a key time of the year for brands and launching collections."
The campaign will also be supported by digital. A web- site, fcukikibeach.com, created by TBWA, will feature Fcukiki beach radio, e-postcards and surfing games.
"The collection dictates the tone, which is why we have gone bright and colourful. The Fcuk wave sums up the launch of summer wear," Beattie said.
"You won't see 'Vive le Fcuk' again because that is Bohemian and foppish and winter. This is bright and optimistic for summer."
Stephen Marks, the chairman and chief executive of the French Connection Group, said the recent advertising was a major contributor to a near 20 per cent increase in profits to £10.3 million for the six months to 31 July 2002.