Ruby Rose fronts Aussie denim label JAG’s new ‘Get Back’ integrated brand campaign via Bashful

Jeans brand JAG is going back to its roots as an iconic Australian denim brand with a complete re-launch strategy headed by Bashful, kick starting the fashion label with its biggest JAG campaign to date: “Get Back” launching March 4.

The re-launch campaign will encompass a complete overhaul for the brand, from logo through to packaging, retail look and feel, ambassadorship and multi-channel media campaign including print and outdoor, super sites, and a branded content piece. JAG also commissioned Ruby Rose and Paul Mac to collaborate and create a visual and musical expression of JAG’s new style.

Bashful’s development of a visual metaphor for the spirit of JAG – rock chic – culminated in the appointment of Rose, Australian DJ, model, television presenter, MTV VJ, radio host, recording artist and actor as the new face of JAG. Musician and model Jay Lyon, models menswear throughout the campaign.

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Says Ty Robinson, marketing manager of JAG: “We felt it was time JAG got back to its roots, combining the energy and inspiration of the label’s inception in the 1970s with the experience and extensive credentials as a denim based brand over the last 40 years. Ruby Rose is a perfect fit. Ruby embodies JAG’s cutting edge rock-chic denim positioning and will fast track the brand back to its credible beginnings.”

Says Simon Bookallil, CEO of Bashful: “JAG had a considerable history of iconic status in the 70s and 80s when it was synonymous with confidence, individuality and sex appeal. Get Back is more than just a campaign – it’s an attitude – and comes with a complete re-launch of the brand from product, through to digital presence and point of sale.”

The campaign launches with the release of a new track and music video by Rose covering the Blondie anthem “One Way or Another”. The track was recorded with Australian music producer, songwriter and artist Paul Mac. Mac has remixed music legends including Kylie Minogue, Sia, LCD Soundsystem and The Presets as well as having won multiple awards for his work at the ARIA, APRA, and MTV Awards and named Dance Artist of the Year three times in Rolling Stone’s Reader’s Poll.

The literally explosive campaign video was filmed in Sydney, directed by Peanut and production by Heckler with several weeks of post-production required to layer on special effects that include the destruction of an inner city Sydney hotel.

The public relations strategy for the campaign by Sydney-based PR agency Tailor Maid Communications incorporates traditional media placements dovetailed with product seeding and influencer relations.

Says Sally Brown, director Tailor Maid Communications: “Our goal is to maximise the impact of Get Back by generating a wave of excitement building up to the launch date and beyond. Working with Bashful we have created a comprehensive program of media and influencer outreach to get everyone as excited as we are about this incredible comeback from a great Australian brand.”

Follow @JAG_AUS and #JAGGetBack on Twitter, Facebook and Instagram.

Agency: Bashful

Music Production – Paul Mac and Ruby Rose