Made from cool

Jack & Jones is a Danish clothing retailer with a global presence, primarily known for affordable clothing. Now, they wanted to revitalize the brand by launching a PREMIUM Collection – garments made with incredible attention to detail.

The brief in one line was “create the world’s best campaign – never before seen”.

Insight: To become cool, lean on cool.

It’s not easy to go from high-street to high-fashion coolness. You need a carrier that knows how to open the right doors. So, the insight was not so much the messaging itself as much as the person delivering the message. That person needed top-level coolness.

If you don’t ask, the answer is always no. So, we asked The Coolest Man on Planet Earth, Oscar-nominated actor Christopher Walken – and he said yes.

In a 360-degree campaign made bespoke for Mr. Walken, we could get our message about quality, detail, and coolness through in a never-before-seen way.

Rollout

All components were stitched together for one goal; to get influencers, fashionistas, and bloggers to write about the brand and share the message of Quality – Detail – Coolness. So, we were cutting the media budget and spending the money on cast and production to get a high viral impact among bloggers, trendsetters, and fashionistas.

• Millions of organic views on YouTube
• Jack & Jones got featured on more than 75 men’s fashion blogs and other websites covering fashion, style, design, pop culture, creativity, luxury living, and online cultures