French Connection UK is running “For Man” and “For Woman”, parallel advertising campaigns designed to attract the attention of each gender. The “Man” campaign, online at manifesto.frenchconnection.com, draws on classic gender stereotypes associated with old fashioned French cinema, backed up with Twitter and Facebook. The “Woman” campaign has its own Facebook and Twitter presence but no specific microsite.
Men have lost the ungentle art of manliness. The man in the street doesn’t know what to bring to a knife fight. He gets nervous around large fish. He can’t tie a full Windsor. It’s time to man up. He is handsome. Naturally, he is handsome. He’s powerful. Perhaps as powerful as a bullock. But do not let him daunt you. He knows about warp and weft, about women. His love for his beard is fierce and raw. He knows that a beard is a poem. Do not touch his beard. If you do not know so much about the beard, The Man can help you. He’s the face of spring 2010 and he wears French Connection. This is him……
Click on the image below to play the Man video in YouTube (HD)
Look. She stands. She sits. She… reclines. Meet the woman for a second. But be careful. She is charming. She is beautiful. She will make your mind wander. She is coquettish, coy, a botherer of boys. That’s enough of her for the moment. We’ll leave her be to the woman’s site where she can be a lady of leisure. Maybe we’ll look for her again another night… Introducing the woman for French Connection Spring/Summer 2010.
Click on the image below to play the Woman video in YouTube (HD)
The Manifesto site, a manly man’s blog, features contests and instructions on the art of man, compiled by an editorial team hailing from Vice, The Face and The Juke. One of the first challenges featured dares men to charm women on ChatRoulette contest, promising them an FCUK voucher worth 250 pounds if they succeed. In homage to all super powerless heroes, French Connection has launched a range of limited edition Kick-Ass T-shirts to coincide with the launch of the new movie. Visitors to the site are invited to track down the guy who’s stolen the T-shirts, using the clues released on Facebook.
The For Man and Woman campaign was developed at Fallon London, by executive creative directors Richard Flintham, Dirk van Dooren, art director Selena MacKenzie, copywriter Toby Moore, and agency producer Gemma Knight.
The Manifesto site was developed at Poke London.