Jay Jays - Meet Our Denim

Client: Jay Jays
Agency: The Reactor Agency
Campaign: 2020 Meet our Denim
Location: Australia/New Zealand

Russell and the team at The Reactor Agency, championed the Australian youth retailer’s brand and creative account from late 2017 to–late 2021. Operating in the fast–fashion space, Jay Jays are highly active and reactive–pumping out two full campaigns a month with a minimum of 20 shoots per year.

With a complete focus on volume and range, the 2020 Meet our Denim campaign was is centred around a hugely impactful modular grid of simple varying colours that allowed the product to ‘always be the hero’. A modern typographic approach conveyed impact and personality through a simple but powerful campaign platform (Meet Our Denim) and complimenting tone of voice across print, in-store and digital communications. This creative approach enabled customers to constantly engage with a consistent campaign experience, from headlines to price points and everything in between.

The campaign look and feel was complimented by a clean and dynamic content shoot (stills, video and motion) that heroed the product. This creative consistency helped the brand achieve record denim sales in 2020 and created millions of social impressions and massive engagement online and in-store across Australasia.

Display window showing a large poster of a smiling woman with blonde hair wearing a denim jacket, alongside mannequins dressed in casual clothing.

Display window with mannequins dressed in denim jackets and a poster of four young smiling individuals outside.

Storefront window display advertising denim jeans with models and sale signs in a shopping mall.

Large advertisement poster of a smiling young woman and man sitting outdoors, with the woman wearing a pink fuzzy jacket and ripped white jeans, and the man wearing a black jacket and patterned jeans.

Clothing store window display with mannequins showcasing denim outfits, large poster with models, and a sign that says 'Meet Our Denim'. Interior of a retail store named Jay Jays with racks of clothing visible inside.

Photograph of a young man in a blue tie-dye shirt and ripped jeans sitting on a ledge, with other images of denim jeans partially visible around him.

A poster displaying models wearing different styles of jeans with labels and descriptions.

A large billboard on a brick wall advertising denim, showing model photos and text, with a person walking their dog in front of it on the sidewalk.

Advertisement billboard featuring a woman with blonde hair wearing a black top and distressed blue jeans, promoting a new fashion line called EMILY, with a corner label 'Jay Jays', outdoors with trees and a brick building in the background.

Screenshots of a clothing store's promotional email showing different denim jeans styles and discounts, including offers like 50% off and free delivery on orders over a certain amount.

Six Polaroid-style photographs of people wearing denim, pinned to a gray wall with white thumbtacks. The top center has a sign reading "Meet Our Denim." The photos feature models showcasing various denim outfits, with captions including "Jessie High Rise," "Denim Crew," "Jake Moto Jogger," "Emilee Ripped High Rise," "What's Your Wash?" and "Jax Panel Jogger."

A woman in a white sweater and light blue jeans stands sideways, looking over her shoulder. She has blonde hair and is self-assured, standing in front of a white background with a textured wall. A promotional tag next to her reads: "Meet Jessie, Mid Rise Ankle Skinny," with fabric composition details.

A pair of blue jeans placed over a sign that reads "Meet Our Denim," accompanied by three fashion photographs of young models in denim outfits on a grey background.

Two price tags hanging on a gray background, one black with white text and the other white with black text, advertising clothing. The black tag says: "You think I look good in black? You should see me in my other 5 washes." The white tag says: "Jeans + Tee = Ready."

Collage of fashion photos promoting denim jeans for Jay Jays, featuring young people wearing distressed and regular jeans, with text overlays asking about fit and wash.

Email open on a tablet screen displaying an online denim clothing sale by Jays Jays, including images of women in jeans, promotional text for 50% off and buy one get one free offers, with navigation about new, girls, guys, deals, and sale sections.

Four young adults standing together against a light gray background, dressed casually in ripped jeans and t-shirts.

A young woman with blonde hair in a bob cut wearing a black T-shirt and ripped blue jeans against a light blue background.

Group of four young friends at the beach posing and smiling on a sunny day.

Person wearing light blue distressed jeans and black high-top Converse sneakers sitting on the edge of a beige concrete pool wall with blue tile lining, outdoors with clear sky.

A young woman sitting cross-legged on the floor, wearing a striped t-shirt, black high-waisted jeans, and black sneakers, partially covering her face with her t-shirt

Close-up of a woman wearing a black t-shirt and light blue jeans, standing outdoors against a clear sky.

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Jay Jays - Meet Our Denim

Russell Neill