Frank and Oak's And* Campaign Celebrates Inclusivity
Ellen Smith — December 4, 2017 — Fashion
References: frankandoak & adweek
Frank and Oak's And* campaign focuses on inclusivity while celebrating diversity, with a new and inspiring ad that features a poem written by the Toronto-based rapper, Cadence Weapon.
The moving commercial features people standing in pairs, while intimately looking into the camera. The poem is read as different pairings are momentarily spotlighted, and features inspiring verses, such as “We prefer to say ‘and’ instead of ‘or,’ as in, we are graceful, and we are polite, and we are thankful, and we apologize, and we are resilient, and we are resistant, and we are passionate.”
The diverse campaign promotes the brand's new unisex collection, which is comprised of embroidered sweaters and T-Shirts with 'And*' printed on each of them.
The moving commercial features people standing in pairs, while intimately looking into the camera. The poem is read as different pairings are momentarily spotlighted, and features inspiring verses, such as “We prefer to say ‘and’ instead of ‘or,’ as in, we are graceful, and we are polite, and we are thankful, and we apologize, and we are resilient, and we are resistant, and we are passionate.”
The diverse campaign promotes the brand's new unisex collection, which is comprised of embroidered sweaters and T-Shirts with 'And*' printed on each of them.
Trend Themes
1. Inclusivity in Advertising - Businesses can explore inclusive messaging in their advertising campaigns to connect with diverse audiences and foster a sense of belonging.
2. Poetry in Marketing - Integrating poetry into marketing materials can add emotional depth and artistic appeal, creating a unique and memorable brand experience.
3. Unisex Fashion Collections - Brands can tap into the growing demand for gender-neutral fashion by offering unisex collections that promote inclusivity and self-expression.
Industry Implications
1. Fashion - Fashion brands can embrace inclusive messaging and offer unisex collections to attract a diverse customer base and stay ahead of market trends.
2. Marketing and Advertising - Marketing and advertising agencies can explore the use of poetry in campaigns to create emotive storytelling that resonates with consumers and drives brand loyalty.
3. Diversity and Inclusion Consulting - Consulting firms specializing in diversity and inclusion can help businesses develop and execute inclusive marketing strategies that reflect their values and appeal to diverse audiences.
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