SUPERDRY
THIS IS THE JACKET

The brief: launch Superdry’s A/W collection, reaching out to a new audience - the millennials in a way that will resonate with them.

The insight behind the campaign is that for this audience, they live in their winter jacket They wear them morning noon and night, wherever they are and whatever they’re doing, for the winter months the jacket becomes part of their identity. Our film throws a light on this relationship between wearer and jacket with a series of vignettes that our audience will find relatable.

Emerging Grime artist Paigey Cakey's VO narration added a lot of sass and drove audience reach, also elevating the piece away from feeling like a stylish montage to something more culturally relevant and insightful.

• Total views over 12M
• Drove 25K verified store visits
• 37% uplift on ecomm sales post-campaign
• 27% uplift on jackets sales vs all products
• Really strong (55%) uplift in hero product sales in store vs all other products