Tiger Jeans is a Swedish jeans brand strongly associated with popular culture and music. From the start the brand have collaborated with a number of Swedish artists such as Mando Diao and The Hives and all campaigns have revolved around the world of music.

The brief was to make a campaign with a clear link to music, with high visual impact suitable for retail. The result was Tiger Jeans Denim Covers - a tribute to some of the most iconic record covers in history.

We wanted the photography to be close to the originals. But in order to make the campaign more contemporary we did some changes in styling, gender and ethnicity of the models. We trusted the impact of the photography and made all other design elements clean and desecrate.

The campagin objective was to sell more jeans at the Swedish clothing retailers JC and SOLO. The sales target were set high, based on a positive trend in previous years (during the same period and the same market support).The first indication that the campaign would contribute to even stronger sales – was the great reception the idea received from staff and trade. The result surpassed the sales target by 120% and is the most effective campaign for Tiger Jeans ever.