Tesco’s fashion and homeware brand, F&F, is showcasing how it can help customers navigate summer travel nightmares in a continuation of its ‘Style It Out’ brand platform.
Devised by BBH London, the campaign is built around the idea that while summer holidays are the stuff of dreams, getting there can be problematic. F&F saw a golden opportunity to spotlight the messier side of travel that is often ignored by other fashion brands, as millions of Brits prepare to go abroad this summer.
The brand is aiming to establish its style credentials this year by enlisting high-fashion director duo Julia & Vincent of DMB Production to shoot the campaign, along with their distinct “luxe cinematography”. Media planning and buying is being handled by WPP Media.
The 30-second film follows the story of a woman whose luggage gets lost. It opens on our protagonist waiting at baggage claim, realising that her luggage is not going to turn up. She heads to the lost luggage counter where she sees her image reflected in the glass and regains her composure, secure in the knowledge that she can navigate the remainder of her holiday with that one versatile outfit from F&F.
The same narrative arc runs through all elements of the campaign – AV, OOH, social and digital channels – with the work charting a journey to the airport, navigating all the situations you find yourself in while on holiday, as well as what can happen if you lose your luggage. June will also see an activation in which F&F unite some lucky holidaymakers with emergency suitcases containing the brand’s summer collection.
F&F head of brand marketing Rachel Nooney said: “Summer holidays rarely go exactly to plan and we wanted to acknowledge the reality of travel in a way that feels relatable and entertaining. With F&F’s summer collection, we’re showing customers that versatile, stylish fashion can help them feel confident and prepared, whatever the journey throws at them.”
BBH London & Dublin chief creative officer Felipe Serradourada Guimaraes added: “We’re entering another year of ‘Style it Out’, with a more integrated campaign, not only in
film but also as an activation, all with the single-minded insight of travel nightmares. Style out the chaos of summer. Hope your bags don’t get lost.”
The campaign will run nationwide for six weeks across TVC, sponsorship idents, print and social.
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