British lifestyle brand FatFace is certainly embracing the laid-back spirit of summer with the launch of its new seasonal campaign called ‘Viva La Lazy’.
Designed to “inspire’” customers to “switch off, slow down and embrace those long summer days”, the campaign celebrates the concept that this summer “isn’t about to-do lists, it’s about doing less and enjoying more”.
So Viva La Lazy’s all about “looking good while enjoying lingering lunches, snoozes in the sun, and then relaxing in the joy of ‘golden hour’” (encompassing those 1-2 hours before and after sunset).
To bring the campaign to life, FatFace has reunited with filmmaker Kemi Anna Adeeko, who’s directed a short film set at the Cubanitos Hotel in Ibiza. It features “sun-drenched scenes of pure leisure set to a breezy original score” (composed by Adeeko’s sister Lola).
As part of the campaign launch, FatFace surprised London commuters with a recent one-day experiential activation at Waterloo Station. From early morning, a recreation of Cubanitos’ poolside took over part of the terminal for a ‘live lounge space’ with branded deck chairs appeared alongside actors lounging with the ‘The Daily Laze’, a limited-edition zine featuring a 20% discount code for online and in-store shopping at the in-station Waterloo store, plus 1,000 coffee giveaways.
The activation reached peak ‘lazy hour’ at 5:30pm, when a branded beach cabana gave away 5,000 limited-edition totes, with 20%-off discount codes. Ten of the commuters also received ‘golden tickets’ for a £250 FatFace wardrobe. Guests were also treated to live music by FatFace’s own singer-songwriter Sadie Horler.
The overall campaign is being supported by influencer partnerships, with creators sharing their ideal lazy days dressed in FatFace’s summer collection. A paid social campaign is running across Meta, TikTok, and YouTube, featuring the Viva La Lazy stills and video content as well as a demand-gen Youtube campaign with various film length.
FatFace will also be running a ‘Win Your Order’ competition on paid channels, live until May 25.
Keely Stocker, marketing and e-commerce director at FatFace, said: “It’s been wonderful to have Kemi reprise her role as director of our film following the success of our Christmas campaign together, and her vision for Viva La Lazy distils the essence of FatFace’s effortless style. What better way to bring our lazy movement to life than by capturing busy London commuters and instilling them with a summer vibe when they need it most?”
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