Founded in Portobello Market in 1973, Pepe Jeans wanted to celebrate its 45th anniversary with a party that honoured their British rebellious past. Their story was strong, but the brand was unfamiliar to a young audience.
We had to reconnect with London, the London way.
We threw a wild house-party in Portobello (where the brand was born on a market stall), and we gave Londoners something to talk about.
The alchemy of a good guest list.
We looked carefully into Pepe Jeans' past and future to formulate our guest list: a bursting mix of old friends of the brand, current ambassadors, and representatives of the young creative scene in London.
Pic or it didn’t happen.
All the content created at the party (which was quite a lot) reflected Pepe Jeans’ origins whilst fitting in today’s channels. In other words: we brought Super 8 to Instagram.
The content performed brilliantly, and the party was a success if we measure: the friends made, the selfies taken, the conversations that sparked, and the tunes danced.
We reconnected with a city that was ready to welcome PEPE back.
Videos and images created
This Here +
Matthew Mumford — Art Direction & Photography
Martin Senyszak — Film
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