River Island uses outdoor ads to leave its stamp on Cannes Lions

Posted on: Wednesday 27 June 2018

Fashion brand River Island teamed up with an outdoor advertising specialist to promote its diversity message to Cannes Lions delegates.

Share this

River Island has been making a huge social statement at the Cannes Lions International Festival of Creativity, using outdoor ads to promote its #LabelsAreForClothes campaign.

The fashion retailer partnered with outdoor advertising specialist Clear Channel and UGCA to deliver the ads, which form part of its current campaign on diversity, and were displayed above Cannes' The Grand Hotel.

This meant they took centre stage at the festival, and with a hashtag already incorporated in the ads' messaging, it made its message highly shareable across social platforms.

Speaking to The Drum, UGCA founder Stuart Thompson said the company - a strategic partner of Clear Channel - was "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," he added.

Related content

Häagen-Dazs' new tennis campaign

Star tennis influencers battle it out over ice cream in new Häagen-Dazs campaign

How is Häagen-Dazs using influencer marketing via key tennis stars as part of its Wimbledon 2018 advertising campaign? 

Learn more

VR music video wins top digital prize at Cannes

The music video experience Aeronaut VR has won the Digital Craft Grand Prix at this year's Digital Craft Lions awards at Cannes.

Learn more

Cannes Lions allies with Fiverr for real-time digital campaign

Cannes Lions is partnering with Fiverr to run a real-time digital campaign that allows Cannes attendees to stop by and see the work being created.

Learn more

How to foster a culture of innovation within your brand

Like many people in the digital advertising industry, I attended Cannes this year. Given the current climate of increased focus on ROI, conversations...

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.