Jay Jays - Meet Our Denim Campaign
Client: Jay Jays
Agency: The Reactor Agency
Campaign: 2020 Meet our Denim
Location: Australia/New Zealand
Russell and the team at The Reactor Agency, championed the Australian youth retailer’s brand and creative account from late 2017 to–late 2021. Operating in the fast–fashion space, Jay Jays are highly active and reactive–pumping out two full campaigns a month with a minimum of 20 shoots per year.
With a complete focus on volume and range, the 2020 Meet our Denim campaign was is centred around a hugely impactful modular grid of simple varying colours that allowed the product to ‘always be the hero’. A modern typographic approach conveyed impact and personality through a simple but powerful campaign platform (Meet Our Denim) and complimenting tone of voice across print, in-store and digital communications. This creative approach enabled customers to constantly engage with a consistent campaign experience, from headlines to price points and everything in between.
The campaign look and feel was complimented by a clean and dynamic content shoot (stills, video and motion) that heroed the product. This creative consistency helped the brand achieve record denim sales in 2020 and created millions of social impressions and massive engagement online and in-store across Australasia.
