New Campaign Creative Straplines for JD Williams and Simply Be
N Brown Group plc announced today 21st September that it would be going ‘prime time’ for Autumn/Winter 2018 with a hat trick of tv, print, online and digital adverts for its three ‘power brands’ namely JD Williams, Simply Be and Jacamo.
Each campaign will last for around four weeks with the first, JD Williams kicking off the activity on the 20 September. The ads will showcase the very best of the Autumn/Winter offer from the three brands and be supported by both PR and social media activity.
JD Williams has adopted both a new creative direction as well as the campaign mantra of ‘I AM….’. Shot and directed by an all-female crew aged between 45-60 – the retailer’s target customer.
Celebrating everything about life after 45, the bold and empowering campaign features a mix of models and real women, diverse in age and shape, who the audience can really relate to, showcasing the AW18 collection, available in sizes 10 – 32.
The casting addressed recent JD Williams’ research which showed that over half of women felt ignored by the high street, in magazines and in advertising.
All set to the sound track of Good as Hell by Lizzo, the campaign was devised by Manchester-based agency TBWA.
Simply Be will hit TV screens during X Factor on the 21 September and focusses on celebrating self-expression with the strapline line ‘More Than Our Bodies’.
The upbeat and lively campaign encourages women to tell the world their story through their fashion choices and is brought to life through four familiar models that embody this ethos namely Felicity Haywood (size 20) a pioneer of the body confidence movement, Sonny Tuner (size 16) body positive activist, Clementine Desseaux (size 18) founder of All woman Project and Leah Vernon (size 26) feminist and public speaker.
The new campaign builds on the body positivity and celebratory direction, in terms of size and shape, which Simply Be has adopted.
The advert features the new AW18 collection which includes gingham tailoring, reimagined animal print, vivid block colour and contrasting monochrome polka dots in sizes 12 – 32 – giving women of all shapes and sizes a wide range of trend-led styles to channel their identity without compromise and with confidence.
And finally, Jacamo’s autumn campaign is a continuation of the brands Live ‘YOUR Moment’ strategy launched earlier this year which shows a diverse range of men reliving their inspirational life moments.
This Autumn we see three different influencers: snowboarder and Olympic medal holder, Billy Morgan (size medium), Pro-Rugby League player, Luke Burgess (size XL) and prolific model and body confidence ambassador, Raul Samuel (size 2XL). All were chosen for their ability to convey their inspirational life moments and to promote body shape inclusivity as well as supporting the retailer’s size inclusive offer from small to 5XL.
Supported by sponsorship of Sky Sports’ Soccer AM programme from 6 October through to May 2019 with the intention to build brand awareness and credibility by aligning Jacamo to the ‘stuff’ men care about – and in this instance, it’s football.
SKY ONE will also see a range of Jacamo creative ‘idents’ feature designed to communicate its ‘size inclusive’ seasonal offer.
Commenting on the adverts N Brown Group PLC’s chief customer officer Ann Steer said: We have three very different creative executions, as you would expect, for three very different brands. However the threads that hold them together is the celebratory aspect of each of the campaigns.
“JD Williams’ I Am campaign celebrates being over 45, Simply Be again celebrates fantastic fashion irrespective of shape or size and Jacamo follows the same vein all showing that great fitting and great looking fashion is available to everyone irrespective of age, size or gender from N Brown”
