Agency: Havas
Client: Topshop
Date: Oct 2019
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Creative agency Havas London has partnered with the Campaign Against Living Miserably (CALM), Topshop and Topman to create a revolutionary new clothing care label designed to promote mental wellbeing and self-care in young people.

Playing on the idea that all clothing has a care label inside with instructions on how to look after it, this oversized care label is designed to be stitched to the outside of clothing, encouraging people to instead look after themselves. It features self-care messaging and information about CALM’s helpline – riffing on the campaign’s hashtag #LetWhatsInsideOut to stimulate conversation around young people opening up.


Ben Hawley, Marketing Director, CALM

Andrew Brown, Director of Corporate Partnerships, CALM

Creative agency: Havas London

UK Group Chief Creative Officer: Mark Whelan

Creatives: Aaron Howard, Matt Swinburne, Owen Hunter Jenkins, Brodie King, John Ogunmuyiwa

Design: Lorenzo Fruzza, Ciaron Fitzpatrick

Senior Account Director: Alex Lindblom-Smith

Account Director: Sophie Fletcher

Account Executive: Hannah Thomas

Strategy: Ned Hodge, Kerrie Boyes

Agency producer (film): Dominique Strouthos

Agency producder (print & digital): Katy Welsh

Film Production Company: UNIT9 Films

Managing Director of films: Adam Dolman

Executive producer: Jenna Le Noury

Production Producer: Andrew Davies

Production Manager: Lana Salfiti

Director: John Ogunmuyiwa

DoP: Adam Barnett

Edit: Big Chop

Editor: Marika Shatova

Post production: Big Buoy

Colour: Jonny Tully

VFX artist: Eileen Chan

Audio: Jungle

Audio engineer: Alex Wilson-Thame