Tamsin Thom
An award-winning creative
specialising in ➺ copy, brand strategy and transformation ✴︎ passionate about
helping purpose-driven companies
launch and evolve ☻
Charles tyrwhitt
Back to Business Rehabilitation Programme
We created a proactive campaign in the middle of lockdown 1 to help our CT audience recover their style and get back to proper business. Joggers. Slippers. Old trousers. God forbid no trousers. It was time we gave our audience a gentle nudge in the right direction with our CT style consultants there to help. By creating a style intervention, with a full tongue in cheek recovery programme, we launched our campaign with a film to dads everywhere from their children...
Following on from the launch of our film, we challenged men to take the first step in any form of rehabilition: to admit there was a problem. We encouraged them to own own to their style crimes, and encouraged family and friends to stage an intervention for those struggling to see out of the slump. Charles Tyrwhitt received a massive influx of nominations from offenders themselves and concerned family members. We rewarded a lucky few with proper shirts to get them back into business.
The next step was to help men actually do something about the problem and take active steps to recovery. So we gave men all the support and resources they need to get back on track. This included a style helpline with personal stylists there to help, recover guides on the blog and online so men can relearn the back to business basics (like how to tie a tie, or to get reacquainted with shoes) and a
promotional offer to get them back on track.
