Underpinned by the insight, denim is more than a fabric, it’s a statement about what we are, what we believe, and what we’re going to do next. It’s a chameleon, constantly changing, Able to be remade into whatever we want it to be. To launch Denim ‘20, we brought together 8 individuals to celebrate their whatever. The omni-channel campaign ran across Australia & New Zealand across in-store, digital, OOH, street posters & social, resulting in a 25%+ lift in denim sales through the campaign period.