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Abercrombie & Fitch redefines fierce with inclusive fragrance campaign

Abercrombie & Fitch is relaunching its iconic Fierce men’s fragrance with an inclusive new campaign featuring a diverse cast of 20 millennials. Called “Face Your Fierce”, the campaign features men and women sharing their personal stories on how they overcame diversity and what it means to be fierce in their own unique ways.

The new campaign is part of the brand’s transformation as it seeks to reconnect with its target audience of young consumers. It aims to show that strength can be found in compassion, vulnerability and humility, which are all qualities the chosen cast represents.

“We are proud to introduce the redefined Fierce for our customers, and inspire them to see and share how they too embody Fierceness,” says Kristin Scott, president, global brands at Abercrombie & Fitch Co. “This iconic fragrance, which has been and will always be an integral part of the Abercrombie & Fitch brand, is ready to make a new and unforgettable impression.”

Featured in the campaign are Manchester United striker Romelu Lukaku, actress Brianna Hildebrand, LGBTQ+ activist and actor Keiynan Londsdale alongside a host of other inspirational characters. This also includes a group of surfers from Malibu who worked as volunteer firefighters during the recent California wildfires. To support their brave efforts, the brand is giving a charitable donation in support of California wildfire prevention, education and relief.

The campaign will be rolled out online and in-store today through print and video, while a social media element will allow brand fans to share their own fierce stories.

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Bjo?rn Borg disrupts World Cup with blockchain and AR LGBTQ experiences

Bjo?rn Borg AR experience at the World Cup 2018

Swedish underwear label Bjo?rn Borg is taking a stand on LGBTQ rights, including marriage equality, with two digital initiatives that coincide with the start of the World Cup 2018 in Russia.

During the first match of the football championship, Russia versus Saudi Arabia, brand fans were encouraged to place an augmented reality “tifo” – the word for large organised visuals displayed by football crowds – via an online platform. Upon visiting the platform, users could place a visual of a gay couple kissing above the crowd, either on their desktop, or pointing their phones towards a TV playing the match. In the illustration, the couple is sporting painted stripes that represent each country’s flags, with a strapline that reads, “Love Will Win Tonight.”

Users can then share the visuals on social media, while the brand has developed web ads with similar messaging. The launch during the first match is particularly symbolic as in Russia, promoting homosexuality is considered propaganda, while in Saudi Arabia being gay is considered a crime that can be punished by death.

Although the AR experience will only be available throughout the football championship, it lives under a larger digital platform where the brand is further cementing its stance through the use of blockchain technology. Marriage Unblocked allows any user to propose, exchange vows and get married digitally by storing their information on a blockchain ledger, which can either be made public or remain anonymous. Users who participate, many of which are from countries where gay marriage is not legal, get a certificate for their digital marriage. Although not legal, the symbolic feature creates an emotional experience that allows those who have been denied the right to marriage to express their love for one another.

Bjo?rn Borg has long used the conversation around love to promote a more inclusive society, as well as tying the topic to their brand messaging in general. In 2011, a TV spot featured a traditional wedding ceremony with a twist; and 2015, it launched an online game where weapons included holographic kisses and heart-shaped soap bubbles, showcasing that love conquers all. The brand, much like cross-industry counterparts like Lush, has long understood that taking a stand on a major topic that matters to them is a pivotal strategy when engaging with younger customers who wear their values on their sleeves.