TBWA GGT Simons Palmer has created a press campaign to launch
French Connection’s new range of eyewear, fcuk vision.
The ads are a continuation of French Connection’s spring branding
campaign and use the same white space and word-play. The launch ad
features the headline, ’specsuality’, and a photograph of two women
Three more executions feature the headlines, ’heterospecsuality’,
’bispecsuality’ and ’homospecsuality’.
As with the branding campaign, there is no direct reference to French
Connection on the posters. The only reference is the ’fcuk’ logo, which
appears in the bottom right-hand corner of the ad.
Trevor Beattie, creative director of TBWA, said: ’fcuk is a constantly
moving brand, so it’s important we retain its personality whichever area
we move into. Sunglasses are a natural progression.’
The ads will appear in the June issues of Arena, The Face and Frank,
with the possibility of posters and ambient media later this year. They
were written by Beattie and art directed by Bil Bungay, with photography
by William Garrett. Media buying and planning are through Manning
French Connection announced earlier this year that it would move into
spectacles and sunglasses in a licensing deal with the eyewear company,
Stephen Marks, chief executive of French Connection, said the company
hoped to secure licences for watches and hosiery later this year.
He added that the brand could move into cafes and eventually homeware.