The campaign, ‘Change It Up,’ was created to elevate the Denizen brand’s visibility with its primary audience worldwide. To do this, Heat tapped into the themes of optimism and connection, two values that Denizen found resonate with their primary buyers. The campaign is designed to help the challenger brand from Levi Strauss & Co. stand out in the fashion and apparel category.
Instead of employing traditional, linear storytelling, Heat wrote the launch film to play out in reverse. As it opens, we see a diner with a party in full swing – complete with confetti cannons and dancing millennials in denim – before going back in time to reveal that it was the simple decision of one couple to ‘change it up’ that took the diner from sleepy to party.
Molly Cabe, group strategy director, Heat, said: “Denizen came to us needing to better define their brand to support the great product interest they are seeing at retail. We found their customers are a special breed looking to be more open and self-expressive in the face of social pressures to conform,” she said, adding, “So much of apparel marketing is focused on how you should look and what you should do in the apparel. As a brand that’s all about self-expressive style we wanted to take a different approach and really celebrate how every choice our audience makes can lead to something great.”
Stated Elaine Cox, executive creative director, Heat: "This new crop of young people are tired of being told how to feel and how to dress. That’s what’s so amazing about getting to launch a brand like Denizen. It doesn’t dictate anyone’s style.”
Regarding the creative, Cox said: “First of all, the models look happy. Letting them smile broke the cardinal rule of fashion advertising. We encouraged them to express their own personalities and wear what they wanted. Not feeling like they had to be stoic or fit a particular mold changed the entire vibe of the shoot. People felt free to have fun together, which is fashion at its best. Denizen truly lets us experiment, try new styles and ultimately change things up.”
The campaign will live on Denizen-owned and paid social channels.