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’ – dealing with the concept of freedom and how it is perceived by the younger generation. SVEN JACOBSEN photographed and filmed for the campaign, and Steven Michelsen was DOP. Production was in the hands of Cool  Banana.

Jockey has expanded its product portfolio to include athleisure, activewear and more. An evolution which reflects the commitment of the Jockey brand to adapting its product range according to various changing consumer preferences and needs. Driven by evolving tastes and lifestyles, this growth has attracted a new generation of young consumers.

Precisely the demographic targeted by the new campaign. Nihal Rajan, CMO of Jockey India, tells us: “Our objective was to appeal to the interests and passions of a young audience, and by doing so, foster affinity and love for the Jockey brand. The concept of freedom presented in Wieden+Kennedy’s creative vision matched ours, as it harmoniously reflects our brand ethos. Our campaign ‘Freedom or Nothing’ is a true reflection of the emotions and values that today’s generation connects with.”

Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai: “Both millennials and Gen Z value their work-life balance and personal freedom. With the ‘Freedom or Nothing’ campaign, we aim to authentically represent what freedom means to today’s younger individuals. As the soundtrack for this campaign, we found a classic track from the 90s that takes on a fresh new meaning in this context, standing for the values shared by today’s youth.”
 
GoSee : svenjacobsen.com