Responses by Alistair Green, chief strategy officer, Studio Blvd
Background: The purpose of the project was to launch River Island’s AW18 collection and continue with the Labels are For Clothes campaign that launched in SS18. We believe that labels are for clothes, not the people who wear them, so we challenge outdated labels and stereotypes and instead celebrate diversity and inclusivity.
Reasoning: The launch of the Labels are For Clothes line in SS18 received over 56 million earned impressions and tens of thousands of comments. Loving the first installment, fans of the campaign asked to see more inclusivity of disabled people, who make up nineteen percent of the UK population. We listened and gave them the campaign they were asking for.
Challenges: We wanted to feature a mixed ability cast without focusing on their disability. Instead, we tried to celebrate their potentials, their personalities and their beauty. I think we succeeded.
Favorite details: Creating advertising that uses marketing as a force for good, in a world where most advertising pollutes or entrenches negative labels and stereotypes.
Time constraints: We always work to tight time constraints. If you let them hold you back, they will. We accomplished everything we wanted despite the time constraints.
Specific demands: Casting is always a challenge when it is integral to the idea. Our casting directors never fail to amaze me—they make the hard parts look easy.