Howick needed a strong identity to stand out in the fashion world. So we took inspiration from the rugby fans who wear the clothes and went against the typical pretty boy advertising you’re likely to find from any of the competition.
We said this isn’t menswear – it’s Man’s Wear.
The idea won the Howick business for BMB; we went on to produce advertising featuring international rugby players from England, Wales, Scotland and Ireland.
We also produced moving images for the enormous digital billboard at London Waterloo station…