Then VS Now

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.

Then VS Now is a global campaign exploring the 'then' and 'now' of Fred Perry through family duos and the generational subcultures that have adopted the brand between 1952 and 2022.

Gabriel Astle, Louis Lamb-McPherson, Harry Weber, Zoe Hann, Becca Payne and Matt Steeden. 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).