The full-service pitch will see MindShare working on media. JWT pitched against the long-standing incumbent Grey Global Group for the Australasian casual wear label, now owned by Hong Kong-based Glorious Sun Enterprises.
Grey had created the brand's Chinese language slogan, a line that translates as 'you can fly if you have heart', which JeansWest will retain.
But Glorious Sun has tasked JWT to give the branding a new twist through-the-line. JWT CEO Desmond So said the agency planned to reinterpret the line to talk about giving Chinese consumers greater confidence to achieve their dreams in building empathy for the brand. So cited a study by JWT, which found that Chinese consumers had dreams but lacked the confidence to achieve them.
"We want to create a point of difference in the communications because the category players tend to rely on celebrities," So said, citing Andy Lau's appearance for Baleno.
The brief covers advertising as well as in-store POP. JeansWest has 900 outlets in China's major and secondary cities, according to So.
HK-owned jeans brand hires JWT to bolster image
JeansWest has hired J. Walter Thompson Hong Kong to sharpen its image in China's competitive casual wear market.