Johnny Bigg

Client: Johnny Bigg
Campaign: Winter XL’d + This is where you fit
Location: Australia
Agency: The Reactor Agency
Creative platform: This is where you fit
Role: Creative Lead

Deliverables: Strategy, campaign identity, art direction, design, printed, digital and social collateral, stills, motion, video, production, OOH.

Johnny Bigg, the Australian fashion brand catering to plus-sized men, came to The Reactor Agency to further elevate their brand. With a strategic brand-shift project and associated launch + seasonal campaign(s) led by Russell Neill, The Reactor team created a premium look and feel that positions plus-sized men at the forefront of the fashion industry. With Johnny Bigg's latest styles, plus-sized men need no longer feel like an afterthought in the Australian fashion scene.

Pattern of advertising posters for Johnny Bigg, showcasing plus-size clothing options in sizes XL, 3XL, 4XL, and 5XL. The posters are in orange, black, and white, with slogans 'This is where you fit' and the website johnnybigg.com.au.

Fashion magazine pages featuring men's winter fashion styles in an urban setting, including a color photo of two men in suits and a black-and-white photo of a man in a coat walking on city streets.

Three fashion posters with men modeling stylish clothing on city streets.

Blurred close-up of a pizza with cheese and toppings.

Three social media posts displaying clothing advertisements. The first features a close-up of a blue shirt with the text 'That doesn't fit.' The second shows a man in a pink blazer and patterned shirt with the text 'This is where you fit.' The third has a bright orange background with bold text 'From XL to 9Xl' and 'Shop now.'

Open magazine featuring men's fashion, with photos of men wearing winter jackets and blazers in urban settings, and some images in black and white.

Three men's fashion magazine covers featuring men in urban settings wearing professional clothing, including coats, shirts, and winter wear.

A dark blue drawing of a planet with rings, resembling Saturn, in space.

A digital advertisement display in a shopping mall promoting winter clothing, with two men walking and smiling. The background shows blurred shoppers and store signs.

A busy city street with blurred pedestrians and a large digital billboard displaying an advertisement for jackets featuring a man wearing a pink blazer.

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