Google needs a campaign that shows consumers that all smart speakers + assistants are not created equal, and that Google Home + Assistant is fundamentally different than anything else on the market.
Google needs a campaign that shows consumers that all smart speakers + assistants are not created equal, and that Google Home + Assistant is fundamentally different than anything else on the market.
THE CHALLENGE
Resurrect a brand/product that was popular between 1980 and 2000 with a brand recognition campaign targeting the 18-25 yo consumer.
THE BRAND
JNCO JEANS "Judge None Choose One”
LA Clothing company specialized in boys' and men's jeans.
Brand recognition in the 1990s with its boys' ultra-wide straight legged denim jeans.
THE IDEA
Unlike the Rest.
Teens of the modern age aren’t rebellious or defiant because they don’t have to be.
They aren’t taking risks or going against the norm the way previous generations did.
That is why we are going to bring back the rebellious spirit of the 90s when streetwear was a “screw you” to the expectation to blend in.
TEAM
CW: Patricia Argüelles & Maidenly Pham
AD: Patricia Argüelles
1
Famous people bring back their JNCOs on Instagram.
#UnlikeTheRest
2
Overtake Amazon homepage to increase recognition and sales.
3
Outdoor.
4
A day to commemorate the rebeles and the misfit spirits by creating a Doodle that will connect to JNCOs website.
5
Release the Anthem on the website and social media.
