"Jeans represent democracy in fashion" - Georgio Armani
This campaign for Jet, a South African fashion retailer, celebrates imperfections and diversity and uses ‘real’ stories to bring the idea alive.
The campaign features seven South African stories centered upon individual experiences of discrimination; the aim is to look beyond negativity and focus on SA’s diversity and inclusiveness as a nation. These ordinary citizens share their stories and explain how they have overcome their own personal challenges and, more importantly, how they are proud of their differences and celebrate them.
The campaign features seven South African stories centered upon individual experiences of discrimination; the aim is to look beyond negativity and focus on SA’s diversity and inclusiveness as a nation. These ordinary citizens share their stories and explain how they have overcome their own personal challenges and, more importantly, how they are proud of their differences and celebrate them.
The campaign was rolled-out as in-store point of sale, and supported online with a series of video's showcasing each person's story.
Leaflet
Leaflet
Leaflet
In-store Posters
In-store Posters
In-store Posters
Billboard
The in-store elements were supported by a series of videos, each sharing the story of the models that were chosen for the campaign. The video's were shared on Facebook, Twitter, Instagram and YouTube with the hashtag #jetdenim. The campaign was supported by various social media influencers who also shared their own personal accounts of discrimination.
