John Cooper Clarke and Modern Construct collaborate for Fred Perry’s Annual Traditions

Poet John Cooper Clarke has written a new poem for Fred Perry’s Annual Traditions Christmas campaign. The poem is accompanied with a film and series of posters designed by London-based design studio Modern Construct that feature the words of the poet.

The project appropriates the analogue techniques used in John’s early publications and gig posters. This hands-on approach echoes back to John’s first job as a lead typesetter before he gained popularity for his written work.

The poem is delivered in John’s Salford drawl throughout the video as the printed words dominate the screen. His poem takes the viewer on a trip around the world and urges them that to “buy a gift that leaves unsaid. Baby you’re the business, you gotta go with Fred.”