To launch Jack Wills’ new denim collection and position the heritage brand as made for Gen Z, we crafted a 360° campaign spanning digital, social, OOH and TVC.

Inspired by ’90s nostalgia, we delivered a fresh, dynamic campaign that blended bold visual storytelling with social-first engagement. A bespoke TikTok strategy and talent was at the heart of the activation, designed to capture attention and drive participation.

The #JustJack dance challenge encouraged followers to engage with the brand, amplified by a diverse TikTok talent network. An influencer-led sales strategy tapped into Gen Z’s impulse-buying behaviours, driving conversions and cultural relevance. The campaign gained recognition as one of TikTok’s top brand campaigns of the year.