General Pants Co. Launches New Brand Campaign ‘LED BY NONE’ Via Fabric Sydney
General Pants Co. have launched a new brand positioning ‘LED BY NONE’ to celebrate individuality in a world with no boundaries.
The launch follows an extensive customer research piece produced in partnership with Fabric, which identified the unique opportunity for the brand.
Fabric Sydney managing partner, Gemma Rees said: “The insights we gained from customer research were an eye opener into Gen Z.
“They’re making up their own rules, their identities are more fluid, they are less constrained by labels, and they are confident in their self expression.”
To launch LED BY NONE, the brand introduces GEN P, a collective of individuals who are united by their individuality and a shared ethos – living beyond the boundaries of conformity.
Watch the film below:
The campaign is a fresh take on the age-old debate – ‘What’s wrong with this generation?’
Showing that the next generation have not only been labelled unfairly, they have been completely misunderstood.
General Pants Co. CEO, Sacha Laing said: “LED BY NONE has always lived innately within the brand DNA, but this is now an exciting platform for us to connect with our community.”
Laing says the campaign will disrupt the market with its raw, bold and unpredictable message.
The brand’s customers and staff members also feature as the individuals highlighted in the campaign.
Fabric creative partner, Keenan Motto commented: “General Pants has always been an outlier, a brand who is proud to stand out, to be different.
“This campaign is a reigniting of this attitude. Celebrating the differences between us, rather than placing labels on those different from us.”
The campaign will run from mid-November until the end of the Christmas period, existing across instore, on front windows, OOH, social, digital and performance media.
CAMPAIGN CREDITS:
Client: General Pants
Creative Agency: FABRIC Sydney. Part of the TBWA Sydney network. Media Agency: NMPI
Photographer: Charlie Dennington Stylist: Charlotte Agnew
Director: Simon Moorehead Editor: Carve & Stitch
DOP: Casimir Dickson Music: Otis Studios
Latest News
The Turning Tide Against Surveillance Capitalism
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine Promotes Jo Clasby To Commercial Director, Publishing
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song
Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]
The Ben Roberts-Smith Defamation Trial Heats Up, With 21 SAS Soldiers Set To Testify
Has the whole Ben Roberts-Smith defamation case left you exhausted? Well, apparently we're only in week one of 12.
The Chaser Temporarily Changes Twitter Name To ‘The Stalker’ In Support Of Arrested Friendlyjordies Producer
If you're going to piss someone off on YouTube, best it's not anyone with the NSW Police Force at their disposal.
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
YouTube Bans Alcohol, Gambling & Political Ads From Masthead Unit
YouTube bans alcohol, gambling & political ads from its masthead. Sadly, dodgy real estate agents remain unaffected.
Xandr Launches New Guide Exploring The Future Of Identity
Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.
Independent Media Agency Indago Digital Celebrates Three New Client Wins
Independent media agency Indago Digital has bounced back from COVID revenue losses with three new client wins.
GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Seven Announces New Judges For Australia’s Got Talent, Including Neil Patrick-Harris, Alesha Dixon And Kate Ritchie
Seven wheels out big guns for its Australia's Got Talent judging. One can only assume Daryl Somers was otherwise busy.
Teyana Taylor Named Maxim’s Sexiest Woman Alive – The First Black Woman To Win The Title In 21 Years
This involves a lad's magazine & a sexiest woman poll. Why not whack on some Oasis & pretend it's 2001 all over again.
AWARD Launches New Festival Of Creativity, This Way Up
Struggling to get the creative juices flowing? Well, this event will have it draining out of you like a case of typhoid.
Sky News To Investigate ‘Australia’s Cocaine Crisis’
Surely Josh Frydenberg could use Australia's apparent cocaine crisis as a sign of a booming economy at $350 a gram.
WhatsApp Doubles Down On Privacy In New Campaign
If there's a buzzword for the tech giants at the moment, it has to be privacy. That and colonising Mars to pay less tax.
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
Toys Come To Life With AR In New Big W Campaign Via RYOT Studio
Adland's been talking up augmented reality for a while now and, look, someone's finally bothered to use it.
“Welcome To The Sh*t Show!” Reality TV Show Halted After Outbreak Of “Explosive Diarrhoea”
Explosive diarrhoea is never funny; however, it can be beneficial if trying to squeeze back into your skinny jeans.
Fierce New Campaign Encourages People To Get Angry About Period Poverty
The ad industry can often kid itself it's changing the world, but when it comes to periods, it probably is.
Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
B&T wouldn't be very keen to sit through this film. We're far more a Hugh Jackman/maracas/musical kinda crowd.
Isentia Set To Be Acquired By Access Intelligence
Access Intelligence announces it doesn't want the reception curtains or boxes of junk under the stairs in Isentia bid.
CHEP Strengthens Tech Offering With New Hires & Promotions
CHEP ups its tech offering to clients, suffers a hint - and just a hint - of unfortunate manspreading in press photo.
Monday TV Wrap: Four Corners QAnon Ep Nets 722,000
If the Prime Minister was really involved in shady, secretive cults, why aren't the Sharks doing better in the NRL?
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
Did you lose your agency's biggest client in the past year? Be sure to omit the detail in your Best of the Best entry.
Commercial Radio Sees Very Strong Rebound In Ad Revenue
In good news for The Choirboys' royalty cheque for "Run To Paradise", commercial radio posts strong ad growth.
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Bank attempts to discourage online shopping in new campaign. Secretly hopes you'll get an expensive home loan instead.
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
Sangeeta Leach offers expert tips on how to win a B&T Award, which is arguably transferable to winning an AdNews Award.
