Jack Wills: #JustJack

Raising awareness of the brand’s recent rebrand and shifting old perceptions, all while garnering 4.1B Views on #JustJack

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.