In a live, collaborative project with Fred Perry, students were briefed to create a top-line, overview, multi-channel global campaign for the Fred Perry Shirt using at least one of the three brand pillars – Subculture, Music, Tennis.
The Fred Perry Shirt is an iconic piece embedded within subculture history. Students were asked to select and focus 4 shirts from the brand's core colourways and M12 and G12/G3600 lines within their campaign.
The brand requested the campaign should get people speaking about Fred Perry and include online and offline executions/activations. Other areas to action included photoshoot/marketing communications assets, and a marketing and communications strategy.
The Music, The Rhythm, The Soul is a campaign proposal positioning Fred Perry's brand pillars of music, subculture and sport with Northern Soul, whilst spotlighting the growing soul community within Bristol through Bristol Northern Soul Club and Streets of Soul.
Leah Paris, Tia Payne, Zoe Robertson-Tingle, Caitlin Fensham, Kaye Lowe and Nia Brannan. Level 2, 2021/22.
Teaching Team: Dean Davies, Charlotte James, Ryan Martin (Fred Perry PR and Communications Manager) and Kalisha Quinlan (Fred Perry PR and Communications Coordinator).