As streetwear surged onto the scene, images of dilapidated car parks and miserable faces reigned supreme. The sea of sameness swept through the nation, as individual style was crushed by monochromatic fits.
For Ellesse, a brand built on individuality, bold prints and loud colours, this wouldn’t wash.
We wanted to break the mould with the brand's DNA - confidence, colour and collaboration. We wanted to empower consumers to create their own looks and celebrate their individuality, just as Ellesse’s founder, Leonardo Servadio did in the 50’s.
My Style My Rules created a space to embrace individuality and celebrate confidence. All known for their unique attitude and view on style with the target audience, we recruited Jessica Barden, Kojo Funds, Ms Banks and Elliot Brown to front the campaign and declare ‘My Style Is Who I Am’. The OOH campaign ran across the UK, into shopping centres, onto social media and even back up the Mountains with Kyra TV’s PAQ honouring where it all began for Ellesse.
The line “I Let My Kicks Do The Talking” led the creative into a tactical footwear campaign, targeting shopping centres across the UK leading consumers into stores stocking Ellesse footwear.
To raise awareness and engage with youth culture, we enlisted the help of Kyra TV and set them the task of creating the next phase of the campaign. We handed over control to the PAQ boys and allowed them to flex their style.
To launch the campaign we set Gung Ho to work on creating an event to attract influencers and media. The artists Kojo and Ms Banks, who featured in our campaign, headlined the night.
Credits
Pentland Creative Agency
Cameron McNee
Kyra TV
Gung Ho