JadeBlue (Apparels)

The end-of-season sale period is a busy, noisy time for fashion brands. Most campaigns look alike, bold discounts, big fonts, little soul. When JadeBlue, a premium menswear brand, approached us for their sale campaign, they didn’t want to be just another “50% OFF” ad lost in the crowd. The goal was clear: drive sales, of course, but do it in a way that felt bold, premium, and unmistakably JadeBlue.

We asked: How do you make a sale announcement that people don’t just see, but remember? That’s when the idea struck: what if the sale itself could walk the streets? Enter “Carry Your Style,” a 360° campaign designed to surprise, engage, and unify the brand’s presence across all touchpoints. 

We created a striking visual hook: a model fully covered in a blue morph mask and tailored JadeBlue suits, like a living, walking mannequin. In his hand? An oversized blue bag boldly announcing the “End of Season Sale, Up to 50% OFF.”

This surreal, fashion-forward character became the face (and body) of the sale, instantly eye-catching and impossible to ignore.

We began with clean, high-fashion photography in a controlled studio environment, capturing the masked model in signature JadeBlue looks. These images formed the core of the digital and print campaign.

Next, we took the concept to the real world. Four such ‘Blue Men’ roamed busy city streets with their giant blue bags. We went beyond the usual billboards and newspapers. Special hoardings and print ads featured a scannable QR code leading directly to the street activation video, bridging offline and online, across the cities in which JadeBlue is present.

Stores extended the concept with mannequins and displays echoing the masked model and blue sale bags, creating instant brand recall the moment shoppers walked in. We also leveraged the street activation video and the shoot images on social media for maximum online engagement.

The “Carry Your Style” campaign was widely appreciated for its originality and brand fit. It didn’t just tell people about the sale—it made them talk about it. The strong, consistent visual identity unified all channels, making sure no touchpoint felt disconnected or generic.

Most importantly, it helped JadeBlue break free from the clutter of traditional discount ads while driving awareness and store traffic across markets.