7 FOR ALL MANKIND
“REMEMBER YOUR FIRST”
Celebrating 20 years as a category innovator
Develop a 20th-anniversary campaign that celebrates the milestone and reclaims its status as the first premium denim brand in the world.
The Challenge
For those that wore it the first time around, 7 For All Mankind was iconic, must-have jeans and, for many, the first ‘big’ purchase they made. The memories this evoked, combined with increased attention around the early 2000s, gave the brand an opening to use nostalgia to its advantage.
The strategy
The Idea & Execution:
“Remember Your First” got new consumers to pay attention to the brand through nostalgia and reconnected lapsed consumers with why they fell in love with it once before. We cast one of the early 2000s most iconic models, Carolyn Murphy, as the campaign star. The diversity of characters in supporting communications demonstrated the versatility of those who first bought the brand.
The Result:
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Celebrating 20 years as
a category innovator
For 7 For All Mankind’s 20th Anniversary, we tapped into the nostalgia of the early 2000s to connect a brand back to its early promise and re-establish the brand as the originator of the luxury denim category.
