River Island: #ThisIsFamily by Studio Blvd

Date: Feb 2019
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River Island is exploring the changing face of modern families as part of its SS19 campaign, created by Studio Blvd.

#ThisIsFamily follows in the footsteps of last years 'Labels are for Clothes' diversity campaign that celebrated the impact of the hashtag in shaping opinions of minority groups.

The traditional nuclear family now represents less than one-third of families in the UK, while blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families have grown significantly. Despite this, the multi-faceted family is often overlooked in advertising.

The campaign is thus an ode to diversity in family units and focuses on images which examine how the traditional nuclear family of yesteryears has transformed.

Under the hashtag #ThisIsFamily, River Island seeks to redefine the family stereotype and display it in all its forms.


Agency - Studio Blvd.

Agency contact - Alistair Green

Agency contact job title - Chief Strategy Officer

Client name - Angela Asiedua - River Island

Client job title -Head of Brand Marketing

Copywriter - Jen Cox

Creative director - Victor Pyk

Planner/CSU Director - Alistair Green

Designer - Callum Walker

Photographer - Mel Bles

Photographer's agency - Webber

Media agency - Manning Gotlieb OMD

Media planner - Matt Mint

Exposure (media channels) - Digital, Paid Social, Online and In-Store

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