Jacque-MUSE

About the Copy & Design:

In a 2023 summer ad campaign, fashion house Jacquemus poked fun at the brand's infamous "tiny bag" by parading larger-than-life AI versions of 'Le Petit Bambino' through the streets of Paris or letting them float in the waters of Saint Tropez.

I wanted to embrace the brand's fantastic sense of humor and whimsical fanfare. And of course, keep it French. Instead of cruising down the streets or lounging at the beach, I placed a fabulous, giant 'Le Chiquito' in the Louvre.

This ad comes after the very successful "giant bag" campaign, where audiences buzzed on social media: "Is this real? Where are these bags? Is that Paris? Who did this?". And all came to the stunning conclusion of Jacquemus. It established its name among new audiences and created a successful campaign, in which many popular brands followed suit (eg. Maybelline "tube" mascara). Jacquemus became a MUSE for other brands and reached exponential levels of popularity on social media thanks to this campaign, inciting creativity and sales across the board.

To continue the humor, and potentially set up a new ad campaign avenue, I chose to add "Spell it how you want" at the bottom of the ad. This teases the hard-to-spell, hard-to-pronounce nature of the brand's name and the running joke in the industry when it comes to identifying the names of fashion houses.

The ad feeds off the mass hysteria of the "giant bag" campaign and solidifies the brand's reputation of fresh designs and iconic products, which have the power to break into a coveted and historic French landmark such as the Louvre. Regardless of whether you know the name or not, Jacquemus is powerful, beautiful, and oh-so iconically French.