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Old Navy: Jack Ash Sportswear
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This is the latest from Old Navy’s “Dress Like a Guy. Not that Guy” campaign. San Francisco based Camp + King is following up on the very successful June campaign launch, including viral videos around “Supar Tool Fashion” and “Corporado Menswear,” with the introduction of “Jack Ash Sportswear” which feature’s Old Navy’s licensed NFL and NCAA apparel.
The new spot is part of an ongoing, fully integrated campaign designed to reignite Old Navy’s dialogue with its male customers. It’s based on Camp + King’s efforts in studying the conversations that guys are having, and being exposed to, regarding fashion. Besides the viral video, shot by Epoch Films and director Greg Bell, the campaign contains a mix of traditional and non-traditional media, including print, PR, interactive and a mobile site driven by QR codes. Based on the key insight that the target man has the very simple fashion goal of not getting it wrong, the campaign works to gain his trust and give him “guardrails” for avoiding fashion faux pas - specifically, not being noticed as "that guy."
Jamie King – Partner and CEO Related |
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