‘My Style is Who I am’ is a socially driven brand campaign. As the 90’s streetwear revival gained momentum, it was created to break free from the black and grey sea of sameness by following Ellesse founder Leonardo Servadio’s original belief; that you can inspire confidence and individuality with a bold injection of style and colour.

His philosophy and product proposition was the starting point for a vibrant bold campaign framework to recruit multiple campaign co-creators. We used their unique expression of ‘Ellesse style and individuality’ as the creative direction and the very heart of the campaign, generating authentic brand and peer-to-peer connections.

We teased brand heritage across social media, by gifting carefully selected co-creators with one-off ‘Ellesse x Alex Mullins’ tailored garments. By on-boarding more than 30 stylish and relevant co-creators (including actor – Jessica Barden, musicians – Kojo Funds, Ms Banks, Anne-Marie & Ella Mai and fashion designer – Alex Mullins) we inspired a wave of unique campaign content, from Spotify adverts to a Limited Edition Collab Collection. We even gave (almost) complete control of the out-of-home advertising creative to PAQ, (a YouTube show dubbed ‘the Top Gear of streetwear fashion’).

We partnered with agencies to reach our consumers across paid media, and launched it all with a PR event for VIP guests too.

The hashtag MyStyleMyRules was branded across content by the contributors which went on to inspire the audience to confidently champion their own ‘Ellesse style’ with a succession of user generated content.

Credits