Superdry has marked the launch of its 450-strong coats and jackets range for AW17 with a new integrated campaign, the centrepiece of which is a film entitled This Is The Jacket featuring up and coming grime artist Paigey Cakey.
Produced in collaboration with creative agency iris, which was appointed by Superdry earlier this year, the film builds on the momentum created by the brand’s SS17 campaign The Night Is Young, which it said resulted in a 20% increase in new customers and a sales uplift of key pieces.
The new film is directed by James Burns and follows a group of young people through a host of situations. Paigey Cakey has created the custom-made soundtrack Electric, which will be released in conjunction with the film. It plays on the notion that the winter coat or jacket is different from other items in our wardrobe as the wearer “pretty much lives in them”. 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 toward 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,” said Superdry global brand manager Fran Pearce.