To celebrate General Pants’ seasonal denim campaign, we hijacked a trending pop culture fascination with cults, and launched The Cult of Denim. Inspired by the concept: denim is our religion, we took visual cues from ‘70s cults to create brand stories that spoke to a unique commandment. The campaign was rolled out across in-store, digital, OOH and street posters, paid media and influencer content. The campaign delivered over 10M in reach in the first 3 days, and helped lift denim sales by 35% in the campaign duration.