SVEN JACOBSEN is shooting for the “Freedom or Nothing” campaign as director for JOCKEY and Wieden+Kennedy in South Africa – News

SVEN JACOBSEN Films for the “Freedom or Nothing” campaign as director for JOCKEY and Wieden+Kennedy in South Africa

Wieden+Kennedy India created the JOCKEY campaign titled “Freedom or Nothing”, which explores the concept of freedom and its perception by the younger generation. SVEN JACOBSEN photographed and filmed the campaign, Steven Michelsen was the cameraman. The production was in the hands of COOL BANANA.

Jockey has expanded its product portfolio to include athleisure, activewear and more. A development that reflects the Jockey brand’s commitment to adapting its product offering to different changing consumer preferences and needs. DDriven by changing tastes and lifestyles, this growth has attracted a new generation of young consumers.

This is precisely the target audience for the new campaign. Nihal Rajan, CMO of Jockey India, tells us, “Our aim was to appeal to the interests and passions of a young audience and thereby foster an affinity and love for the Jockey brand. The concept of freedom portrayed in Wieden+Kennedy's creative vision was a good fit with ours as it harmoniously reflects our brand ethos. Our 'Freedom or Nothing' campaign is a true reflection of the emotions and values ​​that today's generation connects with.”

Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai: “Both Millennials and Generation Z value a good work-life balance and personal freedom. With the 'Freedom or Nothing' campaign, we want to authentically portray what freedom means to today's younger people. As the soundtrack for this campaign, we found a classic from the 90s that takes on a whole new meaning in this context and stands for the values ​​that today's youth share.”

GoSee : svenjacobsen.com