Jigsaw: advert-top-1 by The Corner
- Location:
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