Hudson launches “instacool” campaign

By

Florent Gilles

Published
Feb 1, 2013

The most British of American brands is launching its spring-summer 2013 campaign this week fronted by its regular spokesperson, Georgia May Jagger, along with her boyfriend and her brother, both members of the rock group Turbogeist. The campaign, shown here in an exclusive preview, draws freely on Instagram, the famous photo-sharing social network bought out by Facebook in a cash sale for one billion dollars last spring.

The idea is to transport the audience to a London scene – Abbey Road, Camden Market or a Fish & Chips restaurant – with the help of lots of retro filters and compelling hashtags, for those familiar with Instagram lingo. The captions and the photo colors send out the message “instacool” or “instantly cool,” to use one of Instagram users’ favorite buzz phrases.

To broadcast its summer message summed up by the slogan "Let Yourself Go," Hudson hired Parisian ad agency Al Dente, with whom it has had a successful track record for many seasons now.

This time the media plan targets the American press (Interview, Elle USA, New York Times Magazine, etc.) and a launch is scheduled to take place during Fashion Week Milan at Excelsior, attended by the young English face of the brand and the company’s CEO Peter Kim. The timing should logically give the campaign the best shot at going viral, in other words getting a maximum of likes.