Jack Wills
Denim
Campaign
JUST JACK: DENIM CAMPAIGNBuilding upon the Jack Wills recent brand re-positioning, they wanted to create a campaign to bring their denim line of products to the forefront of the brand offering.
Taking cues from trends in today's fashion styles in Genz and Millennials we created a 90's inspired campaign influenced by our target consumers' love for TikTok.
"Denim, but make it Jack" provided us with a double (denim) meaning, which brought new eyes to the line but also amplified through our #JustJack social dance, creating millions of impressions on TikTok.
The campaign ran on TVC, social, OOH and was supported with in-store POS across the country.
DIRECTOR: Maya Skelton
PHOTOGRAPHER: Maya Skelton
CINEMATOGRAPHER: Blue Laybourne
PRODUCTION: KO Productions
We amplified the campaign on social by using a combination of our main cast alongside an existing selection of Jack Wills content creators. Presenting the denim line with our #JustJack soundtrack (Jack by Breach), encouraging fans to mimic our choreography wearing their recent purchases.
4.1B
Views on #JustJack
25%
Increase in consumers searching for Jack Wills
47%
Increase in week-on-week sales