River Island’s new Come Together campaign has launched, as part of a wider War Child global peace campaign, with a bed-in a la John Lennon and Yoko Ono.
Cake through together the charity and the fashion brand – both of whom are clients – for the campaign, which sees Millie Mackintosh and Professor Green recreate the famous ‘Bed-In’ protest image.
Ben Knowles, director of fundraising at War Child, said: “The photograph of John and Yoko and the morals that the couple stood for are representative of the values that we continue to have today at War Child. This t-shirt continues to spread a message of peace – we hope Brits will flock to the stores to buy it so we can continue our vital work protecting innocent children caught in the middle of wars they didn’t start.”
Cake has also created a short film of the photo shoot for the brands’ social channels.
Kelly Grindle, Cake's PR associate director, said: “People love nostalgia. When this opportunity came about through our relationship with War Child, we knew that this was too good to miss. We were really pleased to bring two of our clients together to create a fun, creative media moment that will also benefit War Child directly.”
Profits raised from the sale of the t-shirt will be donated to War Child.