What it had to solve
F&F, Tesco’s value fashion label, asked BBH London to launch AW26 with an idea that could stand out in every channel at once.
The idea
Whatever the season deals you, there is an outfit for it — the whole campaign drawn as tarot cards, each an autumn scenario with a look to survive it.
How it works
Artist Mr Cut + Stick hand-built a full tarot deck — 22 Major and 56 Minor Arcana — photographed by Willow Williams; cards like The Heist, The Blowout and The No Show ran as OOH spreads, plus AV, social, press, digital and an immersive London Fashion Week experience.
What it did
Live across OOH, film, social, press and digital for AW26; no performance figures disclosed. The card system lets each placement work alone while reading as one spread.
Background
For AW26, F&F and BBH London built ‘Whatever You’re Dealt’ around a simple thought: whatever the day, weather or season throws at you, there is an outfit for it. The thought became a complete visual world expressed as tarot — a custom deck designed by artist Mr Cut + Stick, with the AW26 collection across fashion, menswear and home photographed by Willow Williams.
The deck is a real one: 22 Major Arcana plus 56 Minor Arcana cards, drawing creative cues from the elements, autumn landscapes and campaign motifs. Executions such as ‘The Heist’ — a figure on a rocky coastline inside ornamental tarot framing — ran in OOH, where several cards appeared together as a physical spread, letting different characters, moods and outfits sit side by side without breaking the borders, typography and black textured panels of the system.
The cards extended beyond posters into AV, social, press, digital and an immersive London Fashion Week experience, so audiences moving through the campaign kept encountering new draws from the same deck — each card self-contained, each one unmistakably part of the set.
Why it lands
Tarot’s card format gives every execution a frame, a title and a story, so a poster can carry narrative without body copy.
Multiple cards let one campaign show many looks and moods while a single visual system — borders, type, panels — holds it together.
The fortune-telling frame matches the promise: prepare for whatever autumn deals you, with a draw that always ends in an outfit.
A physical deck made by a collage artist gave the value brand a collectable, crafted artefact to anchor the season.
What you can take
A campaign system beats a hero image: a deck of cards lets every channel draw its own execution without ever breaking the visual world.
Since then
The campaign is running across OOH, social, press, digital, AV and the Fashion Week experience as the AW26 launch vehicle. No results figures were disclosed in the source; its documented outcome is the breadth of placements the single card system produced.
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