General Pants Co. celebrates individuality in new ‘Led By None’ brand campaign via Fabric, Sydney
General Pants Co. has launched a new brand positioning ‘LED BY NONE’ to celebrate individuality in a world with no boundaries. The launch follows an extensive customer research piece produced in partnership with Fabric, which identified the unique opportunity for the brand.
Says Gemma Rees, managing partner, Fabric: “The insights we gained from customer research were an eye opener into Gen Z. They’re making up their own rules, their identities are more fluid, they are less constrained by labels, and they are confident in their self expression.”
To launch LED BY NONE, the brand introduces GEN P, a collective of individuals who are united by their individuality and a shared ethos – living beyond the boundaries of conformity.
The campaign is a fresh take on the age-old debate – ‘What’s wrong with this generation?’ Showing that the next generation have not only been labelled unfairly, they have been completely misunderstood.
Says Sacha Laing, CEO, General Pants Co.: “LED BY NONE has always lived innately within the brand DNA, but this is now an exciting platform for us to connect with our community.”
Laing says the campaign will disrupt the market with its raw, bold and unpredictable message. The brand’s customers and staff members also feature as the individuals highlighted in the campaign.
Says Keenan Motto, creative partner at Fabric: “General Pants has always been an outlier, a brand who is proud to stand out, to be different. This campaign is a reigniting of this attitude. Celebrating the differences between us, rather than placing labels on those different from us.”
The campaign will run from mid-November until the end of the Christmas period, existing across instore, on front windows, OOH, social, digital and performance media.
Visit www.generalpants.com.au
Client: General Pants
Creative Agency: FABRIC Sydney. Part of the TBWA Sydney network.
Media Agency: NMPI
Photographer: Charlie Dennington
Stylist: Charlotte Agnew
Director: Simon Morehead
Editor: Carve & Stitch
DOP: Casimir Dickson
Music: Otis Studios
24 Comments
…fellow kids?
Never go full …
‘Led By None’. Deliciously ironic considering this is the group falling over themselves to embrace group think and identity, and all the labels that come with it.
Bring back the boomers.
Looks like a old school ad agency’s lame attempt at youth culture.
Sounds like a comment from someone a little too old (probably balding and a bit overweight) to understand.
OMFG, it’s like your Dad created advertising.
Host have been over for a few years.
#OKHostBoomer
We’re back baby!
Like a cliched (ooh look how inclusive we are) attempt at Levis Go Forth spot, only with Alf from Home & Away on the VO instead of Bukowski.
How very edgy.
C’mon Fabric, the generation you’re speaking to can’t do much (they’re fucking useless, let’s be honest), but they can smell insincerity from a thousand paces.
Greta Thunderpants, it ain’t.
From the perspective of a Gen Z, this is fucking cool.
Love it. Totally new and different in the increasingly vanilla Australian youth fast fashion category.
No one, and I mean no one, from Gen Z could string the words ‘…increasingly vanilla Australian youth fast fashion category’ together.
In fact, apart from sentences like ‘Hey my pansexual friends, let’s go find some stuff to get offended by before we head off to the cocaine and blowjob party this afternoon – but not Billy, ze’s a total douche’, you’re really not good for much apart from supergluing yourselves to the road to get in the way of the working class.
Be somebody. Be a bollard.
Be a bollard in ugly pants.
I guess that explains the industry preference for youth
yeah i hear CB gets a lot of Gen Z traffic… but you really gave your true age away w the ‘bomb’ thing.
“Totally new and different…”
Are you kidding?
Love that you had Gussy and Gharps in this. They are the most wonderful, talented people.
I wanna go to the cocaine and blowjob party.
Make Advertising parties Great Again
No.
Holy effing lol
aside from the fact that this is try hard wallpaper, the real issue lies in the complicated communications. there are too many half messages going on. you have this ‘gen p’ pun thing which is one idea (kinda) and then theres the very generic, could be for anyone (say Levis in the 80’s) ‘Led by’ line. and finally the general pants brand which is buried at the end.
I actually don’t mind it. But I am a balding, fat man.
I’ll show it to my angry, 16y/o son and report back.
I’m 27, so not quite on the Gen Z boat, BUT this campaign isn’t bad. It’s celebrating individuality and saying a big ‘f’ you to all the boomers’ constant negative commentary on how young people choose to live. I could go on, but cbf.
ITT Boomers gonna boom.