BRAND IDENTITY WORK/360 CAMPAIGN
GCD: Marta Hooper | Creative Director/Writer: Laura Bell
START IN SILVERS. END WHEREVER YOU TAKE THEM.
The denim category is crowded, loud, and old. It’s hard to stand out when denim brands are often some of the best-marketed brands out there (and when Levis have literally written all denim-related taglines possible). Silver Jeans Co needed a reintroduction, and to carve out a new space after years of fading into the background.
STORIED DENIM
SINCE 1991.
The year is 1991, “Smells Like Teen Spirit" by Nirvana is blasting; The Fresh Prince of Bel-Air is on your boxy TV; baggy jeans, oversized shirts, and baseball caps are everywhere; you’ve just tried to straighten your hair with an iron (this is a terrible idea btw); and Silver is just about to launch their very first pair of jeans, a unisex fit called Frisco.
TLDR; Silvers were hot shit.
Silver needed to capture the energy of the 90s to not only reinvigorate their existing customers but to introduce themselves to brand new customers as an old but fresh brand. We introduced Silver Jeans to a whole new audience – young Gen Z and millennials – by repositioning Silver Jeans Co. as the denim for the young, the bold, and the adventurous.
They needed a rebrand and a 360 relaunch campaign.
