At a time when male synchronised swimming is being brought to people’s attention across the globe by the British comedy film “Swimming with Men’, Cocktail bar chain Be At One decided maybe it is time to look at the gender stereotypes of the past and what males and females are expected to do.
Working with The Fitting Room (TFR), a strategic brand communications agency who build campaigns based on audience insight and cultural intelligence, Aquabatix provided male synchronised swimmer, Connor Hill, for their latest campaign for cocktail bar chain, Be At One.
The campaign has been created by TFR to celebrate the reopening of two Be At One sites, Russell Street and Shoreditch. The campaign narrative centres around millennials reining back the concept of being an original and is titled ‘Be An Original’. Drawing from the nostalgic piece of a fun and fearless experience at Be At One, the campaign aims to re-position the brand as the ‘original’ noise-makers and trendsetters, reminding former frequenters that Be At One does not follow the trends, but sets the standard.
TFR created the campaign to target 50,000 – 100,000 women, aged between 24 – 35 years old, locals and professionals who commute to London.
TFR have created an emotive and powerful film, of ‘originals’ killing the game in 2018. Including shots of a female skateboarder, female bartender, our very own male synchronised swimmer, Connor Hill and a female beatboxer, the film highlights inclusiveness and diversity.
The film will be published on all social platforms and the Be At One website.
As well as this powerful film, the Be An Original campaign will also comprise of two events, one at each venue, ‘cocktail roundtables’ where women leading and excelling in their field (whether that be fashion, creative, tech, sports) will be hosted to a round table discussion, with a running theme of women empowerment.
Bonnie Chia had this to say about working with Aquabatix and Connor:
‘Working with Connor and Aquabatix was fantastic. Connor is a humble, friendly young adult, with a professional and hard-working nature. Aquabatix have a wealth of experience which is evident in the time we spent working with them’.
Male synchronised swimming is becoming popular, and many young males are taking the activity up, with Aquabatix getting requests for male synchronised swimmers too.