Quantcast
Channel: The Drum - Creative Works
Viewing all articles
Browse latest Browse all 1069

River Island campaign celebrates the changing face of modern families

$
0
0
Premium: 

River Island is exploring the changing face of modern families as part of its SS19 campaign, created by Studio Blvd.  

#ThisIsFamily follows in the footsteps of last year's 'Labels are for Clothes' diversity campaign that celebrated the impact of the hashtag in shaping opinions of minority groups. 

The traditional nuclear family now represents less than one-third of families in the UK, while blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families have grown significantly. Despite this, the multi-faceted family is often overlooked in advertising. 

The campaign is thus an ode to diversity in family units and focuses on images which examine how the traditional nuclear family of yesteryears has transformed. 

Under the hashtag #ThisIsFamily, River Island seeks to redefine the family stereotype and display it in all its forms. 

The campaign will run in-store and on River Island's owned channels, as well as across digital and social. 

Angela Asiedua, head of brand marketing, River Island said: “Our #ThisIsFamily’ campaign created with Studio Bvld seeks to re-address outdated labels and family stereotypes. At River Island, celebrating our customers alongside championing diversity and inclusivity is at the heart of everything we do as a brand. It’s our hope that this new campaign continues that story.”

Victor Pyk, creative director at Studio Blvd, said: “River Island is a brand that always tries to be inclusive of their customers. With that ambition in mind we created the #ThisIsFamily campaign – a true celebration and redefinition of what a family is today – never predefined and always changing.”

: '#ThisIsFamily'

Agency:
Client:
Date: February 2019
River Island is exploring the changing face of modern families as part of its SS19 campaign, created by Studio Blvd.  
#ThisIsFamily follows in the footsteps of last years 'Labels are for Clothes' diversity campaign that celebrated the impact of the hashtag in shaping opinions of minority groups. 
The traditional nuclear family now represents less than one-third of families in the UK, while blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families have grown significantly. Despite this, the multi-faceted family is often overlooked in advertising. 
The campaign is thus an ode to diversity in family units and focuses on images which examine how the traditional nuclear family of yesteryears has transformed. 
Under the hashtag #ThisIsFamily, River Island seeks to redefine the family stereotype and display it in all its forms. 
Credits:
 
 
Agency - Studio Blvd.
Agency contact - Alistair Green
Agency contact job title - Chief Strategy Officer
Client name - Angela Asiedua - River Island
Client job title -Head of Brand Marketing
Copywriter - Jen Cox
Creative director - Victor Pyk
Planner/CSU Director - Alistair Green
Designer - Callum Walker
Photographer - Mel Bles
Photographer's agency - Webber
Media agency - Manning Gotlieb OMD
Media planner - Matt Mint
Exposure (media channels) - Digital, Paid Social, Online and In-Store
Tags: UK, creative works, River Island
 
 
 
 
Loading...

 

Location:

Secondary categories:

Article Type:

Sponsored Content: 
Non Sponsored Content
Hide Content Hub Block: 
Show Content Hub Related Companies Block

Badge Color:

Article Layout:

Section: 
Brand

Primary Category:

Exempt from Freewall: 

Viewing all articles
Browse latest Browse all 1069

Trending Articles