Banana Republic
CAMPAIGN OVERVIEW
LEGACY DENIM
WHAT WILL YOUR LEGACY BE?
‘Our Legacy denim has purpose. Crafted from the universal fabric of denim, using the best practices and standards in manufacturing, innovated through technology with the most authentic hand, at a fair price. This is our most sustainable denim yet.’
Launching Banana Republic’s everyman denim, I created a campaign that would be as authentic and purposeful as the denim. I wanted to connect with the ‘LEGACIES IN THE MAKING’ among us, individuals redefining the current cultural landscape in their own unique ways.
Targeting a younger, more urban, fashion savvy group, we partnered with Banana Republic s to co-create this campaign. Amplifying their passions by allowing them to tell their stories in their own way, we were able to connect with new audiences through a more relevant and authentic lens.
In addition to advertising and organic social takeovers, we developed a limited edition issue of the denim that was featured in a HYPEBEAST partnership. Within the first 24 hours, that sweepstakes garnered more than 72,000 likes and led to a surge of 4,000 new followers on the BR mens IG account.
