Jigsaw have something to say and provide a different viewpoint to the typical fashion campaign. People don’t need another fashion brand. They need a brand that is willing to stand for something. Their AW17 campaign needed to reflect their values as a brand and question the rising isolationism, fear and intolerance that has been observed recently. They developed the proposition, ‘fashion is better without borders’.
We needed to deliver a campaign that reinforced that proposition. We needed to position Jigsaw as a brand that is willing to stand for something that is truly global, multicultural and British. We also needed to reach new audiences, challenge perception and create an emotional connection. Ultimately, we needed to get Jigsaw talked about with a modest budget.