SUPERDRY ‘This is the jacket’

For the launch of Superdry’s latest range of A/W jackets, we were challenged to re-establish the brand with a millennial audience.

And so, building on the momentum of our hugely successful SS17 campaign ‘The Night is Young’, we launched the attitude-packed, integrated campaign ‘This Is The Jacket’.

The campaign kicked off with a hero film directed by James Burns, following a group of young people through a host of situations, and featuring a bespoke soundtrack by up-and-coming grime artist Paigey Cakey. The artist’s composition ‘Electric’ was also released in conjunction with the film, building hype among her fans.

Other elements of the campaign include partnerships across lifestyle, sport, music, and fashion content creators, as well as a series of videos and partnerships with key media – ensuring that the campaign resonates across all routes to market and could be used effectively by franchise partners.