About
"I am"
- D&AD Student In Book 09
- Published in Grundbog for Art Directors
Fcuk asked us to create a range of platforms that could redefine their brand. But why not let the people who wear the clothes decide what fcuk should be?
So we created the “I am” campaign where fashion interpretation was up to the individual.
Simply because the fcuk clothes are nothing without you.
To create traffic to fcukiam.com we hired actors pretending to be model scouts.
Their job was to “find” young people on the streets and give them a business card:
Directing traffic to fcukiam.com using banners:
Turn on your webcam and appear on fcukiam.com
Play around and find your favourite look and outfit:
You can easily try out new clothes, move them around and scale them to make them fit:
Click “Make banner” and appear in the banner you entered from:
You are now the fcuk model until the next person clicks on the banner:
To enter the fcuk I AM competition you have to create a facebook fan page and get the most fans before the deadline. The prize is a modeling contract for the print campaign. By using facebook, the competitors are given an easy opportunity to spread a message to their network for support:
On the fcuk site you can follow the I AM models, get rankings and personal info:
The top 20 winning fcuk I AM models will be in a professional
photo shoot for the print campaign and lookbook:
Mirrors are removed from the dressing rooms and installed as store windows:
The mirrors are see-through from the outside - as used in interrogation rooms:
We installed cameras in adshells to make them into large “photo booth” commercials.
In this way the viewer can instantly become part of the campaign:
- D&AD Student In Book 09
- Published in Grundbog for Art Directors
Fcuk asked us to create a range of platforms that could redefine their brand. But why not let the people who wear the clothes decide what fcuk should be?
So we created the “I am” campaign where fashion interpretation was up to the individual.
Simply because the fcuk clothes are nothing without you.
To create traffic to fcukiam.com we hired actors pretending to be model scouts.
Their job was to “find” young people on the streets and give them a business card:
Directing traffic to fcukiam.com using banners:
Turn on your webcam and appear on fcukiam.com
Play around and find your favourite look and outfit:
You can easily try out new clothes, move them around and scale them to make them fit:
Click “Make banner” and appear in the banner you entered from:
You are now the fcuk model until the next person clicks on the banner:
To enter the fcuk I AM competition you have to create a facebook fan page and get the most fans before the deadline. The prize is a modeling contract for the print campaign. By using facebook, the competitors are given an easy opportunity to spread a message to their network for support:
On the fcuk site you can follow the I AM models, get rankings and personal info:
The top 20 winning fcuk I AM models will be in a professional
photo shoot for the print campaign and lookbook:
Mirrors are removed from the dressing rooms and installed as store windows:
The mirrors are see-through from the outside - as used in interrogation rooms:
We installed cameras in adshells to make them into large “photo booth” commercials.
In this way the viewer can instantly become part of the campaign: