As one of the UK’s leading fashion destinations for bigger guys, Jacamo has more than decade of experience democratising fashion in a size-inclusive way. But when they approached us in 2019, the market-place was changing. Jacamo’s USP was under threat, as other high street and online fashion players had begun launching plus-sized version of their main collections. And this competition was further fuelled by a perception issue. Previous brand campaigns had failed to resonate with younger consumers and the brand had lost its style credibility.


The Challenge

Through research and extensive consumer interviews, we found that bigger guys don’t want to be defined by their weight. They have little desire to hear brands play their weight exceptionalism back to them. Unlike their female counterparts whose size was being embraced by the cultural body-positivity movement, the subject of a “plus-size man” was loaded and uncomfortable for Jacamo’s customers. But Jacamo were the size and fit experts for the bigger guy. How could they communicate this without talking about size?


The ODD Solution

We decided to remove the stigma that came with the word “big” and instead focus on all the positive that big things can bring. Research indicated that bigger guys often had myriad great traits alongside their size: big hearts, big personalities, big morals and big ideas. So, we created a brand platform that championed these values and made up The True Measure of a Man, making men feel good about their size along the way.


Using clever angles and stoic postures cast against powerful metaphorical imagery, we celebrated not only the physical strength but, more importantly, the mental strength of the modern man today.


Cool, flattering styling and the values-based narrative of an aspirational cast drove reappraisal of the product offering and the Jacamo brand.


The campaign’s lead 30” TVC broke during the Rugby World Cup – another place where size was celebrated, and not shied away from – leading to unprecedented brand awareness at 73%. It was supported by OOH, organic and paid social content, an e-commerce re-design and an experiential element in conjunction with The Book of Man.


Beautiful effectiveness

  • 12% Sales uplift YOY in first 4 weeks of campaign
  • +151% Follower growth on Facebook
  • 47m Reach
  • 13% Instagram follower growth
  • +1k % Increase in app traffic YOY
  • +116% Social direct revenue YOY