GIEVES
&
HAWKES
AW18 DIGITAL
CAMPAIGN
CLIENT
Gieves & Hawkes
WEBSITE
THE BRIEF
THE SOLUTION
In response to this brief, I devised a cross-platform campaign including a stream called 'Current Since 1771' which looked at iconically historic landmarks that pale in comparison to the quarter century old brand.
We ran the 1771 campaign across Twitter and Instagram Stories as a series of a meme-like graphics and 'bedtime stories for grown-ups'
Gieves & Hawkes asked us to create a digital campaign for use across social media and digital comms which both modernised the image of the brand and grounded it firmly as a heritage house.
PROJECT
AW18 Digital Campaign
WEBSITE
ELEMENTS
THE MESSAGE
Gieves & Hawkes: Current since 1771
Campaign Development
Social Media Management
Social Media Content
Digital Content
THE BRIEF
As a heritage house and the first tailor to set up shop on the iconic Savile Row, Gieves & Hawkes has often been seen as an older gentleman's tailor.
For its first season under a new creative director, the sartorial house created a fresh, technical and modern collection based on a key archival piece.
Gieves tasked us with creating a ready-to-wear digital campaign based on the company's history that would resonate with a younger generation without alienating the house's existing customer base.
THE CAMPAIGN
Tales of the Sea: A Modern Revival
This is the symbol that inspired an entire collection.
Drawing on the house's own 'Tales of the Sea' and expressed in bold silhouettes and playful motifs, the Gieves & Hawkes AW18 collection tells the story of timeless, maritime elegance and modern practicality.
In the Autumn of 1771, Robert Gieves received his first commission from Admiral Lord Nelson, beginning a long, joint heritage of naval and sartorial excellence that continues to this day. AW18 sees the return of No 1 Savile Row to its nautical beginnings, with John Harrison's first collection as Creative Director firmly rooted in the Gieves and Hawkes archives. Informed by the past but underlined by an air of discreet British modernity, the season's wardrobe carries its own contemporary identity.
TALES OF THE SEA: GIEVES & HAWKES AW18 CAMPAIGN
The goal for the Gieves & Hawkes social channels was to formally introduce the AW collection, highlighting key pieces and prevalent themes.
I devised a cross-platform campaign underlining Gieves & Hawkes status as a go-to for discerning gentleman since it was founded in the 18th Century. Across Twitter and Instagram Stories, we ran the Tales of The Sea campaign as a series of elegant memes, behind the scenes deconstructions, tailors tips and 'bedtime stories for grown-ups'.
#EST1771: THINGS THAT DIDN'T EXIST WHEN GIEVES & HAWKES WAS FOUNDED
A light-hearted series detailing iconically historic landmarks that pale in comparison to the sestercentennial brand. The series focused on the year 1771, in which Gieves & Hawkes became the brand it is today and the year the season's core motif was created. While very current in nature, the series drew attention to how established the brand is and used Gieves & Hawkes archive images as a background.
MAKING OF A HERO
An Instagram, Facebook and Twitter showing some of the collection's key hero pieces at each stage of production.
LETTERS FROM SEA
A series of quote captions taken from iconic intrepid British 'explorers.'