I Am, with River Island
River Island were looking for a partnership for AW17 that would help improve their credibility as a fashion authority while empowering an 18-30 audience to express their own style. We wanted to encourage conversation and expression of identity in the context of not just fashion, but in areas such as confidence and opinion.
We partnered with the Box Network to create a six-part, cross-platform artist and fashion franchise. The series I AM shone a spotlight on six of the UK’s hottest emerging artists including Anne-Marie, Ella Eyre & Tom Grennan; exploring the relationship between their music and notions of identity and style. We then took those styles and revealed to audiences how to get that look and trend, influenced by the artists and dressed by River Island with social episodes hosted by Vick Hope.
The series ran across three Bauer brands - the Box Network, 4 Music and Grazia - and leveraged Bauer talent from across the business.
This activation was awarded silver at the Branded Film Festival in 2018.
1.12M TV reach
6.5M social reach
4.7m PR coverage
2.2M video views
6.1K competition entries