This past 2018 was Pepe Jeans’ 45th Anniversary and since not all brands can boast about such a legacy we put together a 360º campaign that celebrated the past and embraced the future.
Under the claim “We were real, we are real” and after a lot of digging into Pepe Jeans’ bold past, a set of 12 limited edition t-shirts were designed based on the Brand’s highlights, displaying it’s iconic legacy.
When purchasing a t-shirt, it would come inside a limited edition tote with it’s special hang tag and an accordion fanzine explaining the story behind each one of the 12 t-shirts.
The visual identity behind the campaign used Pepe Jeans’ Archive logo from the 80’s and primary colors with a retro-future nineties vibe in the text compositions.
To launch the campaign an event was organized together with the agency This Here. Following the campaigns creative concept “Born on the Streets of Portobello, worn in the world of today” we held a low-key party in iconic Graffik Gallery on Portobello road.
The gallery was emptied and special props were created for the party, such as guerrilla posters and videos of Ad Campaigns from the brands archive, primary coloured plinths and special displays for the t-shirts.
Key influencers and guests were invited to enjoy our archive videos and the special decoration, dance to a past-present-future dj set, and keep their favourite t-shirt from the collection.
From then on begun the MKT plan that involved worldwide celebrations and an omnichannel presence:
Retail Windows and Wholesale POS
Fairs such as Pitti Uomo in Florence, or a replica of Portobello’s party in Tokyo
And the full digital Ad Campaign: Website, Newsletter, Social Media & Worldwide influencer plan.
This Campaign lead to the creation of an Archive capsule that is now in stores and has it’s own identity using Pepe’s logo from the 80’s:
