On November 1st we launched a bold new brand campaign for menswear retailer Jacamo. The Winter’ 19 Campaign champions the values that make ‘the true measure of a man’, an important directional shift for the brand and wider cultural conversation.
Based around insight that bigger guys don’t want to be defined by their weight – but that the right size and fit are key functional things they often struggle to find when it comes to clothing. Jacamo looks to level the playing field with its specialism, raising the standard when it comes to sizing and fit, and importantly standing for what really defines Jacamo guys: their value set.
The campaign features striking model shots that are complimented by metaphorical imagery to reflect mental and physical characteristics and reinforce Jacamo’s brand values; strength, determination, sensitivity, honesty and community.