The racy campaign garnered significant attention across media and social media channels, during the month of love, because of its unusual execution. Featuring a group of eight ordinary women as lingerie models, from all walks of life, the campaign sought to inspire women to fall in love with themselves again.
Joe Public (ATL) conceptualised the integrated Jet campaign, which was inclusive of partnering with Engage Joe Public for communication strategy, Shift Joe Public for designed typography elements as well as TPP for the digital execution. The campaign was eloquently titled “Love yourself no matter your size” and aimed at encouraging women to love and celebrate themselves.
Beautifully shot by widely acclaimed photo-artist Merwelene van der Merwe, the campaign extended from a print, in-store and social media campaign to hand-crafted brand design elements, exclusively created for each woman. This was a brave campaign from a brave client.