JACK & JONES wanted to add more character to its Vintage sub-brand in order to clearly distinguish it from its mother brand: something that could epitomise the brand’s DNA. The main challenge was to make a creative campaign that expressed the desired brand values and differentiated the Vintage line from Jack & Jones’s other sub-brands, while still being loyal to and in coherence with the company’s overall brand identity.
To do so, we created the so-called “Band Session”-concept, which revolved around matching the brand with newcomer Danish bands and recording an exclusive video. Here, the chosen band would play its songs while wearing clothes from the JACK & JONES Vintage line. In that way, the brand benefits from the associations normally connected to the band and its music. From this cooperation, JACK & JONES got relevant and exclusive content to be used for its own marketing, which is not only more subtle than traditional advertising but it also makes use of an emotional dimension that only music can give. Moreover, the brand can extend its reach to the band’s traditional channels, allowing JACK & JONES to access new platforms that they would otherwise not have been able to access. For the first Band Session, we found the perfect match in the Danish band Ghost of Belle Starr, a vintage sound and a vintage style. In the second video, we see the Danish rock band, Captain Casanova, who aim at telling the story about the JACK & JONES Vintage line.