Free People: 'Free your Mind'

Big Idea:

''To create an immersive and sensory experience for the consumer to connect with Free People in a experimental way that creates a community.''

My most recent Live Client project I worked with the Bohemian American brand Free People on their integrated marketing strategy into the UK/ EU market. My job was to intertwine their wholesalers Selfridges, Harvey Nichols, Asos and Zalando into a campaign that could benefit their unknowing target market of the brand. This was a project which wasn't without hardship to incorporate 5 very different target brands into an adaptable campaign which all would be happy to launch.

My campaign is called 'Free Your Mind' which was taken inspiration from Free People and their consumers experiences at their specialised yoga retreats, wellness events and dinners. These events are overseas in exotics locations for their target consumer to enjoy other like minded individuals and the brand which stitches their ethos into the clothes they create. Myself and my team wanted to bring this exciting part of the brand to our consumers- both new and old, so we created an immersive pop up in various locations you would find the consumer of each of our wholesalers eg Zalando's German market. The pop up's are sensory and allow the consumer to use their 5 senses to envision themselves in our clothes at these destinations. We thought of sand and water they could feel on their feet as they try on our clothes. Plants and various backdrops they could take images in-front of to be posted on various social media platforms... creating a buzz around this exciting pop up in the high street. 

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Connecting the Consumer with senses

With consumers evermore living busy lives without the second to stop, we wanted to catch their attention through Guerrilla marketing campaigns such as fresh oranges surrounding our billboards... nostalgia of that citrus holiday scent in the sun. We want our consumers to escape their lives with Free People. To further this notion, we set up dinners and wellness events to be held in Selfridges and Harvey Nichols, creating a buzz around the brand. They can live the lifestyle they want to live in the heart of the cities they live may live in.

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We took inspiration for our colour scheme from our 2020 trend colour prediction of Cassis and Canteloupe- colours we found fitting with foreign sunsets and architecture.

This was an exciting project for me as I was allowed to showcase my photoshop and brand campaign skills as seen below- all designed and created by myself. My love for branding and marketing is true. I love bringing ideas to life and experimenting with different looks of how the campaign will be brought to life. I had never previously heard of Free People and so chose this brand as a challenge to myself to try a client out of my comfort zone. I am glad I did as I am proud of the ideas I generated with my team.