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Jigsaw launches ‘<3 Immigration’ campaign by The Corner
British fashion brand Jigsaw today launches its ‘<3 Immigration’ campaign, created by advertising agency The Corner. The activity, promoting Jigsaw’s Autumn/Winter 2017 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, ‘<3 Immigration’ challenges the notion of what Britishness is, and specifically what constitutes ‘British Style’. It prompts both those inside and outside fashion to consider the impact of a creative industry without diverse cultures and inspiration.
The campaign looks to demonstrate the values, mindset and way the company conducts its business. Whether that’s the global staff it employs (45 different nationalities currently work for Jigsaw), the materials it sources from all corners of the earth or the global production partners it chooses to work with.
Jigsaw champions diversity and openness; and the wonderful mix of creativity and style which defines the culture of the business and the products it creates.
To support the activity, in partnership with ancestry.co.uk, Jigsaw staff are undertaking genealogy tests in a bid to showcase a rich and diverse company. Jigsaw will then look at how these results could inspire a Jigsaw product or collection.
The photography is shot by Ben Rayner. He was tasked with shooting the models with a simple brief of living in the clothes anywhere and everywhere. So everything in the campaign feels natural and real.
Print ads will run throughout October in the likes of Evening Standard, ES Magazine and The Guardian Weekend, while video content will run online and on social.
Peter Ruis, CEO of Jigsaw said: “Fashion doesn’t operate in a bubble; it plays on a broader psyche. We could just talk about clothes, but with what is going on around us it seems hypocritical and superficial to not accept the debt we owe to immigration in its broadest sense. Be it people, cloth, manufacturing, accessories, the stone floors in our shops, the film with which we shoot our campaigns. We are all part of a vibrant, tolerant, global, prosperous Britain. These are things we believe in as a brand, and a reflection of how we operate.”
Tom Ewart, founding partner and CCO at The Corner said: “Jigsaw wouldn't be Jigsaw without immigration. From the Afghan Coat that started it all (brought back to the UK in 1970 by Jigsaw founder John Robinson), to the 45 nationalities it now employs across the business, immigration and cultural diversity has helped Jigsaw define what we now know as ‘British style’ on the high street”. We couldn’t be more proud of this work at The Corner. It’s for campaigns like this that we exist.”
Nick Maddison, Managing Partner at The 7 Stars
It's fantastic to work with a brand like Jigsaw. The creative approach that has been developed is brave but true to what they, The Corner and we at The 7 Stars stand for. We can't wait to see how it looks at Oxford Circus and across the Guardian and Evening Standard and other digital environments. The world we live in wouldn’t exist without partnerships or collaboration. These aren’t defined by borders or nationalities, but by shared passions and mindsets. This is taken on a step further by getting Ancestry involved in the project, adding science to the creative message.