The Brief
A 360 campaign launching Jack Wills’ new denim collection to a Gen Z audience, helping the heritage brand continue its evolution into a name that feels more relevant today than ever.
What we did
We concepted and delivered a fresh, 90s-inspired TV and OOH campaign, alongside a bespoke TikTok strategy to truly capture the attention of our target audience.
Breaking New Ground
Our dance hashtag challenge encouraged followers to #JustJack with us, amplified through a diverse TikTok talent network. Alongside this, an influencer-led sales strategy tapped into our audience’s impulse-buying behaviours across the campaign. With recognition as one of TikTok's brand campaign of the year.
4.1B
Views on #JustJack
25%
Increase in people searching for Jack Wills
47%
Increase on week-on-week sales