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By John Glenday, Reporter

November 1, 2019 | 2 min read

Jacamo has announced a strategic change in direction as the male fashion brand ditches defining larger men by their weight in favour of championing ‘the true measure of a man’.

The new approach is born out of a broader ‘cultural conversation’ which has seen a diverse assembly of models recruited to embody these core brand values for the winter fashion season.

Devised by creative agency ODD the campaign will run for eight weeks from 2 November spanning TV, social, digital and out of home adverts which centre on the emotional traits which define Jacamo customers.

Shot on location across London, the campaign incorporates imagery intended to emphasise Jacamo’s core brand values of strength, determination, sensitivity, honesty and community.

Head of brand for Jacamo, Paul Ray, said: “This campaign represents a step-change for Jacamo. It communicates a new tone of voice rooted in our values: straight-talking and direct; bold and spirited; with confidence, unlike anything the brand has done before.”

Nick Stickland, executive creative director at ODD, added: "There is more to a man than just his physical makeup; it’s what sits within, what drives him, and what makes him tick. It’s those attributes that motivated this campaign and have given us such an exciting platform to move Jacamo forward as a brand that should be proud of what it believes in and who it caters for.”

Jacamo has previously engaged with #InternationalMensDay for its gender-centric advertising approach.

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