JD has launched this year’s Christmas Campaign with a self-directed “portrait of youth culture” shot entirely on mobile phones.
The North West brand gave mobiles to 286 young people around the world to get “Vertical. Unfiltered. Real.” content, which includes a number of famous faces.
Supporting its brand message of Forever Forward, it features everything from getting exam results, to recording platinum albums, with each contributor answering the question – “Where Are You Going?”
“Young people today don’t need to be told who they are, they’re already showing us,” explained Neil Corrie, Marketing Director at JD.
“JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in”.
Among the more famous names are Cole Palmer, Nemzzz, Jade Thirwall, Paddy the Baddy, Myles Lewis-Skelly, Stillryan and Skye Newman.
READ MORE – Forever Forward – JD Sports reveals new global brand identity
JD said that this was an “evolution” of how it told its stories, giving equal weight “to talent and community, because every story deserves to be seen.”
For the launch, JD took over a mobile phone shop in Manchester to transform it into a fully-branded DJ space.
The ad was created by Uncommon Creative Studio, directed by Francis Plummer and edited by Anders Mills.
