Jockey marks 150 years with brand relaunch ‘Then. Now. Always.’ via Hook Creative Studio and DASH Advertising

Independent creative agency Hook Creative Studio and media agency DASH Advertising have officially launched a major new campaign for iconic underwear brand Jockey, marking a bold new era for the brand in Australia and New Zealand.

The highly anticipated campaign, titled ‘Then. Now. Always’ Jockey, coincides with the brand’s 150th anniversary. It serves as a major relaunch for the underwear label, celebrating its rich heritage while planting a firm foot in the modern cultural landscape.

To spearhead the new direction, Jockey has announced Annalise Dalins and Josh Daicos as the brand’s newest ambassadors. The creative execution pays tribute to the brand’s extensive history by featuring classic, vintage Jockey advertisements, deliberately juxtaposed against the fresh, contemporary presence of Annalise Dalins and Josh Daicos representing “the now.”

The tagline, ‘Then. Now. Always’, is designed to pay homage to the brand’s storied past while focusing heavily on its current momentum and future trajectory.

This campaign comes at a pivotal moment for the brand in the ANZ market, following the major announcement that Australian apparel house Mitchdowd has secured the licensing rights for Jockey in Australia and New Zealand.

Giulia Di Pietro, Marketing Manager at Jockey, highlighted the brand’s exciting trajectory: “We are embarking on a massive new chapter for Jockey.” She added, “With Mitchdowd now steering the ship, we have a unique opportunity to inject new life into a brand that has been a household name for generations.”

Pat Langton, Chief Creative Guy at Hook Creative Studio, shared the agency’s enthusiasm: “It’s not every day you get handed the keys to a brand with the history and weight of Jockey. Growing up Jockey was a household name, we want to bring that nostalgia back but also bring it into the future. We’re absolutely stoked.”

To ensure the brand connects with modern audiences, DASH Advertising has orchestrated a dynamic media rollout. The ‘Then. Now. Always’ campaign will run extensively across Connected TV (CTV), Youtube, Billboards, Street Posters, Tram wraps, Digital Out-of-Home channels and social media,

David Beacham, Director at DASH Advertising, noted the importance of the media strategy for this milestone event: “Relaunching gives us the chance to make a truly memorable impact.

“By dialing in the right media mix, our team is primed to ensure this campaign connects with the right audience across all the right channels.”

Following a competitive four-way pitch early this year, Hook Creative Studio was appointed as the creative agency of record to lead the brand relaunch, tasked with re-establishing Jockey’s position as a market leader while introducing a fresh, bold creative direction. DASH Advertising was tapped to take the reins of media for the re-launch of the Jockey brand.

Client: Jockey
CEO: Dane Totham
Marketing Manager: Giulia Di Pietro
Brand Design Manager: Jeremy Gillis

Creative & Post-Production: Hook Creative Studio
DOP: Jack Younger
Media: DASH Advertising

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel.