Core disciplines: Advertising/Creative, CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

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Superdry This Is The Jacket

Re-establishing Superdry with a millennial audience



An attitude packed integrated campaign unveiling Superdry's new A/W jackets feat. Paigey Cakey

Superdry - THIS IS THE JACKET from irisworldwide on Vimeo.

The Challenge

For the launch of Superdry’s latest range of A/W jackets, we were challenged to re-establish the brand with a millennial audience.

Our Approach

And so, building on the momentum of our hugely successful SS17 campaign ‘The Night is Young’, we launched the attitude packed, integrated campaign ‘This Is The Jacket’.

The campaign kicked off with a hero film directed by James Burns, following a group of young people through a host of situations, and featuring a bespoke soundtrack by up and coming grime artist Paigey Cakey. The artist’s composition ‘Electric’ was also released in conjunction with the film, building hype among her fans.

Other elements of the campaign include partnerships across lifestyle, sport, music and fashion content creators, as well as a series of videos and partnerships with key media – ensuring that the campaign resonates across all routes to market and could be used effectively by franchise partners.

The campaign is primarily focused towards the UK and German markets. Results coming soon.

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