DON’T CALL ME JENNYFER ANYMORE
Absent from the advertising world for 20 years, Jennyfer, french fashion brand, is making a come-back with an integrated campaign as cheeky as it is daring : #DontCallMeJennyfer, launched nationally from May 8. Assisted by Buzzman, the brand unveils its new positioning of inclusion, affirming its promise to be a brand for everyone, throwing stereotypes out of the window.
A strong promise fully valued by the brand, which goes as far changing its own name, including on the windows of its stores.
Jennyfer is getting with the times, questioning the unwritten rules of fashion stereotypes and diktats. The brand now puts a more comprehensive and inclusive offer at the heart of its positioning, addressing all styles and personalities. Well aware of its poor public image that has often been associated with unflattering labels and stereotypes of girls (think “bimbos”, “weirdos”, “childish”), Jennyfer has flipped the script.
In an aesthetic urban setting, the film portrays today’s young women with strong and assertive clothing choices. Jennyfer encourages them to show that same assertiveness in the face of the labels that society is so quick to give them. Don’t call them “bimbos” or “weirdos” ! Jennyfer encourages women to be liberated and to assert their personalities without worrying about the caricatures and generalizations that some people may brand them with.
With the hashtag #DontCallMeJennyfer, the brand positioning encourages us to look beyond often misleading appearances. Embrace what makes you different: forget about the clichés #ZeroTag* (*No Labels).
To initiate this launch, two phases of teasing around the brand were set up to open the debate around its own image. First of all, on May 5th, through the internet with more than a hundred influencers relaying the #ZeroEtiquette. Then, with an in-store action on May 6, in which about twenty Jennyfer showcases were deliberately tagged with the brand’s stereotypes. The reveal, containing a web film and a vast poster campaign, has been unveiled since May 8, this time encouraging the consumers to break free from their own labels.
Jennyfer is a women’s ready-to-wear brand, founded in 1985.
Back then, well before the arrival of the highstreet heavyweights in the ready-to-wear market, Jennyfer positioned as the accessible fashion brand for young women aged 15 to 20, and the success was immediate.
Today, Jennyfer has more than 500 stores worldwide (with a presence in 34 countries), including 330 in France.
The brand has a social media community of more than 3 million fans, including 837 000 Instagram subscribers (+100% in 6 months).
Buzzman, voted “Best International Small Agency of the Year award in 2011” by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016 and elected by advertisers “New Model of Creative Agency” in 2017 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an independent advertising agency creating innovative concepts that go beyond traditional advertising.
In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.
Winning for several consecutive years at international well-known festivals (Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the
most creative agencies in Europe, with clients such as BURGER KING in France and Belgium, IKEA, OUIBUS (SNCF), Boursorama Bank, Fleury Michon, Hippopotamus, PMU, Panzani, Mondelez (Oreo, Milka, Tassimo & Belvita), easyJet, L’Oréal (Puma Fragrances, Garnier), Huawei, NRJ Mobile, Mumm, PayPal, Système U, DPD France, Delsey, Just Eat, BMW…
Associate Director Sébastien Bismuth
Digital and Marketing Director Jean-Philippe Evrot
Communication Director Chloé Ortiz
President and Executive Creative Director Georges Mohammed-Chérif
Vice – Président Thomas Granger
Managing Director Julien Levilain
Art Directors Manel Jouini & Edouard Jacquelin
Copywriters Manel Jouini & Edouard Jacquelin
Account Director Lou Leproux
Account Manager Lola Pegoraro
Head of Strategic Planning Clément Scherrer
Strategic Planning Laëtitia Mulinazzi
Head of Social Media Loris Bernardini
Social Media Manager Andrea Meyssirel
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Rights Management Dee Perryman
Head of TV Production Vanessa Barbel
TV Production Assya Mediouni
Post Production Bérangère Roques
Post Production Firm
Music Production Shmooze
Music Sync Too-Young
Photograph Viktor Vauthier