The Drum Awards for Marketing - Extended Deadline

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Agency: The Corner
Client: Jigsaw
Date: Mar 2016
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London clothing company Jigsaw today launches its ‘Lived Not Modelled’ campaign, created by advertising agency The Corner. The activity, promoting Jigsaw’s Spring-Summer 2016 range, includes a full takeover of Oxford Circus tube station, print, film and digital ads.

Continuing Jigsaw’s ‘Style and Truth’ brand message launched by The Corner in 2014, ‘Lived Not Modelled’ challenges the fashion industry by celebrating that clothes are there to be lived in rather than staged on a catwalk or a heavily directed photo shoot.

Shot by fashion photographer Tim Barber, we let the clothes live in the real world. Barber was tasked with shooting the models over the course of a week with a simple brief of shooting them living in the clothes anywhere and everywhere. So everything in the campaign feels natural and real. Lived in, not modelled.

Print ads will run throughout March in the likes of Guardian Weekend, Sunday Times Style and Stylist, while video content will run online and on social. Media has been handled by the7stars.

Credits

Creative Director: Tom Ewart

Art Director: Niall Kerry

Copywriter: Jack Denyer

Additional Credits: Planning Director: Neil Hourston

Planner: Talula White

Business Director: Daisy Corbett

Agency Producer: Kristie Girvan

Media Company: the7stars

Production Company: Team Halprin

Director: Tim Barber

Editor: Luke Exell

Post Production: Coffee and TV

Audio Post Production: RAK Studios