We were challenged to launch French Connection’s SS15 collection in a way that would bring back some of its convention-busting FCUK brand personality.

We decided to turn the mirror back on our nudity-obsessed audience and show them that they were seeing filth, when there was none: #mindfcuk. A slew of filthy social content without a trace of naked flesh in sight ensued.

This became the most engaging social campaign that French Connection have ever created. In fact, our audience loved it so much that French Connection put it on a t-shirt!