A global campaign was developed, using high impact megasites - such as airports and railway stations - to launch the new range and ensuring the brand received worldwide attention.High quality building wraps, megaboards, and bus wraps were also used.

Additionally, it was agreed that catwalks should be used – but with a difference! Rather than the usual horizontal catwalks, vertical catwalks were created. 60ft catwalks were rotated by 90 degrees and suspended vertically following the façade of a building or scaffolding stage. Models performed face down along the vertical catwalks, secured using a special rope technique. They showcased the Jockey range while performing choreographed acrobatic routines, allowing the gathering audience to view the products from every angle.

At each of the catwalk locations a PR team handed out leaflets on the Jockey 3D-Innovations product range. The impact of the events was spectacular.

In Madrid, sales uplift was €20,000 for each week the campaign ran and €10,000 each month at the airport.Despite stiff competition from 56 other campaigns, the Jockey branded buses won the prestigious Traffic Award in Vienna in December 2007.