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Jacamo: The True Measure of a Man
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Menswear retailer Jacamo reveals its Winter '19 campaign, championing values that make 'the true measure of a man', an important directional shift for the brand and wider cultural conversation. Based around insight that bigger guys don't want to be defined by their weight - but that the right size and fit are key functional things they often struggle to find when it comes to clothing. The campaign was devised by creative agency ODD and produced by Rock Hound. Shot on location in London using clever angles and strong postures, a departure from the way that larger men are usually depicted, the campaign stars a mix of talent that embody the values core to the campaign, Mikael Lawal, David Karim, Wayne Gordon, William Reid and Karl. Jacamo looks to level the playing field with its specialism, raising the standard when it comes to sizing and fit, and importantly standing for what really defines Jacamo guys: their value set. The campaign looks beyond size and the superficial preconceptions that come with it, and instead focuses on the emotional traits that make up the Jacamo man. Running for eight weeks from Saturday 2nd November, the campaign includes TV, social, digital and out of home adverts.
STRATEGY: Kathryn Jubrail, Sara Vanore Rewkiewicz Related |
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