This led us to centre our campaign around the idea of encouraging squads of womens across London to come together and celebrate their uniqueness. The summer of squad girls was going to become the summer of solidarity!
We focused on content that would highlight key moments where trainers allow her and her squad the freedom of movement and freedom to be themselves. E.g, Enjoying a summer festival in style!
The summer of 2019 saw coordinated squad looks trending for festivals, popularised by 90’s girls bands. Girl crews were matching their outfits, while allowing each member to stand out and be individual.
This immediately led us to the confetti crowd, a self named London’s girl gang of 4 creative girls who ran a joint instagram. Each member brings their unique style and focuses on boosting positivity for females. We then selected nail artists and photographers to collaborate on the campaign – all females of course! Finally we used the hashtag #officelovesmysquad across the campaign to show OFFICE’s support!
The campaign highlighted strong, independent and accomplished females and got up to 10x more engagement than standard posts. Plus the confetti crowd looked incredible in their coordinated outfits, each girl wearing a different shoe and showing off their uniquely different style, together.