The new autumn/winter ad campaign is the first project that Leo Burnett Shanghai has created, after winning the Jack & Jones’ creative account in Q1 this year.
The campaign, which is running from September through December, will include instore display in the brand's 1,500 stores in China, digital components including www.meetorlando.cn and weibo, outdoor billboards and catalogues. The collective creative message is to bring the fantasy to life. Jack & Jones has previously relied on fashion models.
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Alvin Yim, operations director of Leo Burnett Shanghai, told Campaign Asia-Pacific the three key visuals show Bloom in a film set, a South Pole scene and on a motorbike (he is a die-hard motorbike fan). "We deliberately added a ‘movie setting’ in the visuals, mixing a bit of fantasy with his real life work," Yim said.
Jack & Jones is not the first brand to hire the hearthrob actor for advertising in Asia. In 2010 Japanese 'wallet-friendly' fashion brand Uniqlo used Orlando Bloom and actress Charlize Theron as its global brand ambassadors to communicate its “Made for all ” brand philosophy.
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