Jigsaw’s ‘Love Immigration’ wins Marketing Week readers’ campaign of the year
Jigsaw’s latest ad has been crowned ‘campaign of the year’ in Marketing Week’s competition of 2017’s best marketing activity.
‘Love Immigration’ was a bold move from the fashion retailer considering how divisive the issue of immigration remains in a post-Brexit Britain as well as the high-profile failure of similar ‘woke’ campaigns such as Pepsi’s disastrous Kendall Jenner ad. However, speaking to Marketing Week back in October, Jigsaw’s group head of marketing Alex Kelly said it was a risk worth taking.
“There’s no question that immigration is a controversial issue in British politics right now but if you risk making people potentially disagree with you then I think it’s worth it as that still creates a powerful emotional engagement, so long as you have a right to talk to them in that environment,” he explained.
“We looked at the fashion industry and realised no one talks about the benefits of immigration or the debt we all owe to it. One of our products could have Mongolian wool, Turkish satin, Chinese silk and Italian buttons so we can really back up this message.”
The campaign included a full takeover of Oxford Circus tube station in London and The Times website, as well as print, social and digital activity. To support ‘Love Immigration’, Jigsaw also teamed up with Ancestory.co.uk for staff genealogy tests in order to show the diversity of the fashion industry and celebrate the fact there are 45 different nationalities working within the Jigsaw business.