Ad of the Day: F&F and Calm design a two-part football shirt to promote male friendship

By Katie Deighton | Senior Reporter

Campaign Against Living Miserably (CALM)


Creative Works article

June 6, 2018 | 3 min read

Tesco 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 and it's only when two male pals stand together that they can really show their support for England during the World Cup.


Romesh Ranganathan and Rob Beckett front the campaign

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.

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The campaign, which was created by ODD, also comprises print and retail.

Simon Gunning, Calm’s chief executive, said: “We’re thrilled to be working with F&F and Tesco on the brilliant #MarkYourMan campaign. Together we’ll reach a huge audience with the wonderfully positive message about supporting the men and boys in our lives. With Romesh and Rob at the helm it shows that we can tackle a serious issue with authenticity and humour. We encourage everyone to get a t-shirt, support Calm and #MarkYourMan – whether that’s your dad, your son, your partner or your pal.”

Nick Stickland, ODD’s co-founder and executive creative director, said: “The core F&F menswear customer is perfectly aligned with the target demographic for Calm – so the partnership made complete strategic sense to us."

F&F and Campaign Against Living Miserably (CALM): #MarkYourMan by ODD

By F&F

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