'Straight up denim gold' (Monki)
To create buzz around the big 2017 denim campaign, I created the copy to complement the campaign. Inspired by the prominent use of gold throughout the collection, I did the overall headline for the campaign.
The creative and copy work extended to the newsletters for the campaign period, the web copy, and social media posts; as well as in-store material encouraging people to ask Monki store staff for help with choosing jeans.
Art director: Annika Urbansdotter/Nathalie Alvång
Creative director: Jens Andersson
Intro: everyone's a jeanious
Jeans give us life always, all ways. This campaign is all about them – guides on finding ur new favourite pair (both online and off), and how to refresh them while staying planet-friendly.
And to add some flare to your fave pairs, we’ve got the good stuff that goes with ’em, like sweats and jackets. And in the middle of it all, we’ve got a pretty sweet deal for our Monki babes. ’Cause denim is straight up gold.
The email (as seen above)
Totally sold on this collection of our very best denim -- your all-time faves plus some bound for greatness.