Jay Jays launches online component of ‘Multiply the Colour’ campaign via Visual Jazz Isobar

Australian youth brand Jay Jays has this week launched the online component of its Multiply the Colour campaign, developed, produced and built by Visual Jazz Isobar in consultation with Jay Jays.

Multiply the Colour promotes Jay Jays coloured denim offering and leverages the retailer’s partnership with international teen pop sensation Cody Simpson.

The ‘Multiply the Colour’ campaign can be viewed on the Jay Jays website here.

A key feature of the site is an interactive look book that takes the user through a modern-day Romeo and Juliet story. Filmed completely in stop motion, the shoot took three (long) days and is set to the backdrop of Simpson’s latest single, Wish U Were Here.

Users can click through to purchase the clothes worn by the cast at any time. If they’re not sure of which colour to buy, the site also links to Facebook with an app that recommends the best colour jeans for you based on your photos. Friends can then give their opinion and help users decide on their purchase.

Dianna Young, GM – advertising for Just Group, said that the digital elements of the campaign would be a key driver for Jay Jays customers.

Says Young: “We are excited about launching the Jay Jays Summer 12 campaign including a standout range of coloured denim at a highly competitive price point. The digital elements of the ad campaign are an innovative integration with Visual Jazz Isobar bringing the ‘Multiply the Colour’ story to life online in a way that will captivate our audience while showcasing the Jay Jays collection available for purchase.”

All offline advertising and point-of-sale directs customers to the Multiply the Colour site.

Says Gavin Heron, executive creative director of VJI: “We’re very happy with how the website and the look book have come out, completely capturing the fun, teen-focussed personality of Jay Jays. A huge amount of work went into the stop motion production and it was well worth it to get the finished product.

“Jay Jays has set the bar for creating engaging content online and we’re so glad to have had the opportunity to work with them on another stand-out campaign.”

VJ was also behind the award-winning 3D Dance Off campaign for Jay Jays last year.