Branding, Art Direction We Are England is a vibrant campaign primarily targeting young people who love the idea of a diverse and multinational society. The campaign challenges the outdated notion of a singular "English" identity. Instead, it underlines that being English involves a variety of values deeply rooted in the acceptance and celebration of different cultures and nations. Englishness is, after all, a colorful fabric woven from various cultures and backgrounds, not a uniform identity. To convey this message, the campaign collaborated with a number of influencers, who mirror England's cultural diversity, and asked them to take a DNA test. The results of this test were then transformed into a personalised artwork, pained on England shirts. By wearing the shirts, the talents sent a powerful message: you can be as proud of your English heritage and your roots, as they are both beautiful parts of who you are and why you are special.
