Brief : Launch the Tommy Hilfiger FLEX range in global markets, with GQ’s fashion and style authority.
Role : Creative, Copywriter
Solution :The idea was to give legitimacy to Tommy Hilfiger in global markets through altering their tone of voice. By showcasing real people doing what they do best whilst dressed impeccably in a TH Flex suit, we were able to help them move away from the american college style and to a more refined look and feel.
By utilising GQ and Condé Nast’s extensive network we were able to locate handsome and talented individuals in 4 global cities to not only show style, but also to represent the freedom that comes with wearing a TH Flex suit. Our campaign featured a drummer in London, a dancer in Paris, a skateboarder in Hamburg and a writer in New York.
The campaign was lead by a 2 minute film and was supported by social posts and native GQ articles for each of the different markets. This ensured the message was easily translated and understandable to each of the different GQ audiences.