Jacamo x LADbible

Ten guys called Jack become the new faces of Jacamo

CONCEPTING / BRAND POSITIONING / CONTENT DIRECTION / ART DIRECTION

A social-first platform for Jacamo, with hundreds of pieces of content, activations and assets.

Jacamo came to LADbible in their time of need. The mens clothing retailer had lost its way. I helped lead the creative pitch and secured LADbible’s biggest account at the time — creating a campaign that was more than just our usual social content offering.
We created a new creative platform, No Average Jack, based off the insight that no two men in the UK are the same. There’s no one-size-fits-all. That’s where Jacamo steps in — the retailer with more clothing sizes than any other.
Using LADbible’s social reach, we found a group of guys called Jack to become the new faces of Jacamo. Each one with their own unique backgrounds, interests and stories. We then cast these Jacks in social content and adverts.

First, we went looking for our Jacks…

We started with a simple “tag a Jack” post. Thousands of people tagged their mates or themselves.

We got Jacks who are comedians, Jacks who are farmers, Jacks who rollerblade, and Jacks who don’t know what they’re good at but were just happy to get involved.

And then we made them the stars of content across LADbible – donned in plenty of Jacamo clothing, of course.

For or Against

We posed important question like, chips with curry sauce: yey or ney?

Jack vs. Jack

One talented Jack teaches another Jack a new skill.

Jack of All Skills

One Jack shows of his talent, giving the viewers something they could try at home.

Jack of Jacks

All the Jacks go head-to-head in different challenges.

Photography

At every video shoot, we also captured still photography to use in digital and social ads. None of the Jacks were professional models. But they soon settled into life in front of the camera.