TBWA focuses on ’three little words’ for FCUK posters

French Connection has launched the latest phase of its ad campaign with posters bearing a characteristically risque slogan, ’my place now’, together with the FCUK trademark logo.

French Connection has launched the latest phase of its ad campaign

with posters bearing a characteristically risque slogan, ’my place now’,

together with the FCUK trademark logo.



The pounds 1 million campaign, devised by TBWA GGT Simons Palmer, broke

this week with teaser posters on the side of the Old Vic theatre and on

the More O’Ferrall tower at Vauxhall Cross. For the first time, ads will

also run in the US, with poster sites in Times Square in New York, and

also in Los Angeles.



T-shirts bearing the slogan will also go on sale.



The poster campaign will roll out nationally on 1 September, supported

by print ads in the September issues of men’s and women’s style

magazines. The ’my place now’ slogan will be replaced with the words

’him her it’ and ’I you want’, accompanied by the FCUK logo and three

images featuring French Connection clothes.



The ads were created by TBWA’s creative director, Trevor Beattie, and

the art director, Bill Bungay. Photography was by Blaise Reutersward and

media is by Booth Lockett Makin.



Beattie said: ’This campaign is about three little words. We want to

retain all the spirit and attitude that is now French Connection, but

say a little more. People will find their own meanings.’



The campaign will run until the end of October.



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