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The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

TwelveA.M turns back time after landing £10m creative and media account from Reserved

TwelveA.M has marked one year in business in a big way after landing a £10m creative and media account from high street retailer Reserved.

The agency has now rolled out its ‘I Love you Cindy’ campaign, a 1980s homage starring Cindy Crawford promoting Reserved's spring/summer collection.

Designed to further the Polish brand's European expansion, the campaign is accompanied by a bespoke mural of Crawford adorning London’s Clerkenwell Road together with flyposting across the capital and a takeover of every six-sheet on Oxford Street.

To mark the campaign's introduction an eighties-themed VIP launch event will be held this Friday at which social media influencers will be gathered and encouraged to share their favourite moments on Facebook and Instagram.

Philip Higham, managing director of TwelveA.M, said: “London is the world’s most competitive city for fashion. In launching in London, Reserved shares our belief that you need to disrupt the status quo in order to challenge the established players. We’re doing this with a bold campaign that combines traditional broadcast channels, social media and brand experiences.”

The appeal of retro campaigns is evidenced by the success of Nokia in bringing back historic mobile phone designs and the success of Stranger Things.

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