Fashion retailer River Island has made its mark on Cannes Lions in a big way after partnering with outdoor advertising specialist Clear Channel and strategic partner UGCA to further its #LabelsAreForClothes diversity campaign.
The social out-of-home push celebrates the impact of the hashtag in shaping opinions of minority groups, forcing creative industries to reappraise the social impact of their work.
UGCA’s founder Stuart Thompson comments “we’re proud to be involved in this awesome project that highlights the need for better diversity and equality, the #LabelsAreForClothes social impact has been widely engaged with and providing a social out of home version of the ads was a fun and important project”
A giant screen installed above The Grand Hotel, Cannes, put delegates attending the Cannes Lions Festival of Creativity fully in the picture.
Clear Channel was a strategic launch partner for the newly formed UGC Agency.