Superdry has unveiled a new integrated marketing campaign centred around a hero film featuring up and coming grime artist Paigey Cakey. Titled ‘This Is The Jacket’, the campaign was devised by creative agency Iris and was launched at the end of October to support Superdry’s latest range of over 450 men’s and women’s jackets for a/w 17.
Superdry appointed Iris as its lead creative agency earlier this year with the goal to focus on re-establishing the brand with a millennial audience.
‘This Is The Jacket’ builds on the momentum of Superdry’s successful s/s 17 integrated campaign, ‘The Night is Young’, which increased traffic online and in store, delivered a 20 per cent rise in new customers and created an uplift in sales of key summer products.
The film is directed by James Burns and follows a group of young people through a host of situations. The bespoke soundtrack by Paigey Cakey provides another unique take on the film – the custom-made composition of ‘Electric’ will be released in conjunction with the film.
The insight behind the campaign is that for this audience, a winter jacket is different to other items in their wardrobe because they pretty much live in them. They wear them morning noon and night, wherever they are and whatever they’re doing, so much so that for the winter months they become part of their identity. The film shows multiple jackets being worn in different scenarios while the voice explains why “This is the Jacket”.
Other elements of the campaign, which focuses primarily on the UK and German markets, include partnerships across lifestyle, sport, music and fashion content creators, as well as a series of videos to bring the jacket that gets you through to life and partnerships with key media.
“Music is a core passion for our younger audience and working with upcoming artists is part of our brand heritage. Paigey Cakey was a perfect choice for this campaign, with her unique commentary style bringing to life the role of ‘the jacket’ in day to day life – Whatever mischief, drama, and adventure you’re facing, Superdry has the jacket to get you through,” says Fran Pearce, global brand manager, Superdry.
View campaign and video