Tesco’s clothing brand F&F has partnered with the Campaign Against Living Miserably (Calm) to rework the traditional children’s friendship bracelet into a two-part England football shirt for men.
Both feature two halves of the St George’s cross – only when two male pals stand together can they really show their support for England at the World Cup. The clever design is a visual representation of Calm’s aim: to get men to support each other through good times and bad, just as they would their football team.
Comedians Romesh Ranganathan and Rob Beckett are fronting the #MarkYourMan campaign. They discuss their own relationships with their male friends in a series of short videos, as well as take on a more comedic quick fire question around designed to catch the attention of guys on Twitter.
The campaign, which was created by ODD, also comprises print and retail.
Senior Art Director
Sam Sheterline & Olivia Kaufman
James Pearson Howes
DOP / Videographer