MINDFCUK

French Connection

WTF IS MINDFCUK?

We were tasked with bringing back some edge to French Connection whilst launching their summer collection 'The New Nude' online.

We created an eye catching campaign that makes you stop and look again, that plays with your imagination, that says you don't have to be naked to be sexy. The new nude: your filthy mind.

We thought we could do something different - and ended up creating French Connection’s most successful social media campaign ever.

Close-up of two hands pressing on the lower backs of two women with exposed lowerbacks, against a light blue background.
Two large beige balloons placed on a flat surface with a light blue background and the hashtag '#mindfcuk' written above.
Close-up of a person's side torso with a beige background on the left and a mint green background on the right, featuring black text that reads "FRENCH CONNECTION #mindfcuk".
A white mannequin hand with fingers extended, hanging downward against a green background, with black text reading 'FRENCH CONNECTION' and '#mindfcuk' above and to the right of the hand.
Close-up of a wooden spoon with a round face and black rim resting on a pink surface with water droplets. A beige background with black text stating "FRENCH CONNECTION #mindfuk".
A white folded leather clutch with a gold label reading 'French Connection,' a brown and black strap, and a small pair of glasses on a pale yellow background with black text that reads 'French Connection' and '#mindfcuk.'

DIGITAS LBi / LOST BOYS