Tesco’s F&F clothing range is showcasing its stylish credentials with a new campaign that moves away from category tropes. Instead, working with photographer Alex Prager, the supermarket brand has tapped into relatable experiences, such as toilet paper stuck to a heel, a dress caught in the car door or tripping up the escalator at rush hour in front of a whole crowd of people.
‘Style It Out’ has launched with a suite of three films and is supported by out-of-home, print, social, radio and digital activity. The campaign will run nationwide in the UK for two months.
Felipe Serradourada Guimarães, executive creative director at BBH London, said: “I’ve always dreamed of working with Alex (Prager). I’ve had her book in my office for some time. So when she said yes, I knew we had something special. When people of that caliber want to be part of a project, you know the work is good.”
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Credits
Campaign title: Style It Out
Advertising agency: BBH London
Executive creative director: Felipe Serradourada Guimarães
Creative director: Uche Ezugwu
Creatives: Ash Hamilton and Sara Sutherland
Designer: Jen Lally
Planners: Saskia Jones and Tom Papalizou
Business lead: Anna Rosenthal and Sian Richards
Account director: Megan Houghton-Brown
Account manager: Holly Errington
Agency film producer: Victoria Doran
Agency assistant film producer: Valentina Schwendinger
Agency print producer: Sarah Tooley
Agency assistant print producer: Matt Kitto
Media planners: Patrick Bennett and Sasha Macaulay
Media agency: Essence Mediacom
Managing director, Arts and Sciences: James Bland
Executive producer, Arts and Sciences: Elise Jeanrenaud
Executive producer, Arts and Sciences: John Benson
Director and photographer: Alex Prager
Director of photography: Haris Zambarloukos
Producer: Lauren Highman
Editors: Darren Baldwin
Retouching: Bermúdez Studios & Tristan Zamula
Artwork: Nigel Pullum
Studio managers: Toni Polain & Ella Clayton
Visual effects lead: Declan Andrews
Visual effects supervisor: Tito Fernandes
Post-production company: Black Kite
Post-production senior producer: Chloe Ensor
Grade: Black Kite
Colorist: George K
Sound studio: 750mph
Sound engineer: Sam Ashwell
Music track: ‘I’m gone’ by Lovehoney
Music composer: Lovehoney
Music supervisor: Black Sheep Music
Music company: Mind Under Bridge Publishing
Interim marketing director, Clothing and Home: Rachel Nooney
Head of brand and comms, Clothing: Sarah Atkins
Marketing manager, Home: Megan Middleton
Marketing manager, Clothing: Sam O’Neil
BBH London
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