The dENiZEN™ brand, in partnership with JWT and XM-Asia unveiled a
digitally driven, fully integrated global Spring/Summer 2011 marketing
The “Fit Out, Start Up” campaign is designed to inspire young dENiZEN™
consumers to pursue their passions and make a difference in their
communities – in their great fitting dENiZEN™ jeanswear.
JWT Hong Kong and Shanghai, as well as XM-Asia, combined forces to
create this fully integrated campaign consisting of film, digital,
print, outdoor, in-store and website: http://www.denizen.com/.
An interactive film has also been produced to capture the spirit of
the campaign. Featuring original rallying anthems created by musicians
from Amsterdam and London, the film is a true reflection of the
opportunities dENiZEN™ consumers have before them, and their
call-to-action to make these possibilities real.
The website offers a section where people around the world can create
their own start ups, upload their video or photo creations to start a
community and share their passion with others around the world. Videos
and print ads will be created featuring these projects. One video
showcases Lichtfaktor, an artist collective group from Cologne,
Germany, who express their creativity with light art. The ad will
spotlight their passion for environmental sustainability through a
viral video campaign and print advertising.
Li Wei, “zero gravity” artist from China, captures the collective
energy and optimism behind the dENiZEN™ youth in the print ads.
JWT was appointed the lead agency for the dENiZEN™ brand in December
2010.The online campaign marks the brand’s first ever global ad
campaign, which will be rolled out over several countries during the
next few weeks.
Manifesto Video: https://www.yousendit.com/download/VnByaUNPdzhqY3J2Wmc9PQ
Shine a Light for Nature:
Synchronized Office Chairs:
Titles: Shine a Light for Nature and Zero Gravity Art