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Asses on Fire

JC

JC is a clothing-store chain that for several years worked on being as young and hip as possible, just as clothing-store chains are expected to act.

And they succeded.

For every year that passed, the target group became younger and younger and hipper and hipper. In the end, there was only a tiny bunch of customers who were as young and hip as was needed to shop at JC. And the shops began to look alarmingly empty.

The campaign's task was clear: win back customers who had been scared away. Tell them that JC had clothes, especially jeans, for everyone, no matter who you are: old or young, big or small, boy or girl, cool or geeky. But do this without losing a sense of fashion.

TV Commercials

Frozen Moments
Asses on Fire
Asses on Fire II

Web Site

Jeans & Clothes deliver an interactive store to reflect the emotional experience of a pair of jeans.

Billboards

  • Date:
    March 2004
  • Tags:
    JCfilmsitedigitalprintoutdoor
  • Offices:
    Gothenburg

Awards

  1. New York Festivals

  2. Cannes Lions

  3. One Show

  4. Guldägget

  5. Clio Awards

  6. Epica

Other work

My life in your hands

Getinge

No Compromises

Polestar

Vaccination Rides

Gojek
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