2010, and new client French Connection came to us with a small POS brief. Its goal was simple: to showcase French Connection’s design credentials and the quality of its clothes. But our strategic instinct was to go deeper: we wanted to provoke a whole reappraisal of the brand and move it away from its FCUK heritage. So we delivered a big idea, one that playfully challenges perceptions of what it means to be a man or woman post-noughties – and one that demanded to be used across all media touchpoints. To date it has run in 19 countries worldwide including America, India, China, Australia and South Africa.