JC is a clothing store chain that, for several years, worked on being as young and hip as possible, just as clothing store chains are expected to act. And they succeeded. For every year that passed, the target group became younger and younger and hipper and hipper. In the end, there was only a tiny, tiny bunch of customers who were as young and hip as was needed to shop at JC. And the shops began to look alarmingly empty.The campaign's task was clear: win back customers who had been scared away. Tell them that JC had clothes for everyone, no matter who you are: old or young, big or small, boy or girl, cool or geeky. But do this without losing a sense of fashion.

Since we took a completely new approach in JC's advertising and abandoned the past, it was unusually important to have an absolutely homogeneous tone, create a red thread and, at the same time, a feeling of a big change. We also wanted, naturally, to use each media channel to the utmost. When the commercial started being shown on TV, we released the specially made music on a campaign website, where visitors could also download the commercial and check out all the types of jeans that were in the commercial. The print campaign recreated the feeling in the commercial, as did all the material in the shops.