Campaignbrief Always’.’ Led by creative agency Hook Creative Studio and media agency DASH Advertising, the milestone campaign features brand ambassadors Annalise Dalins and Josh Daicos alongside vintage advertisements.
A century and a half of history is getting a modern polish across Australia and New Zealand. Jockey has officially kicked off its milestone 150th anniversary with a comprehensive brand relaunch, pairing its storied archives with fresh creative execution to reposition itself for contemporary audiences in the ANZ market.
Hook Creative Studio and DASH Advertising Lead the Milestone Relaunch
The creative overhaul follows a competitive four-way pitch held earlier in the year. Independent creative agency Hook Creative Studio secured the appointment as the creative agency of record, while DASH Advertising took the reins of media strategy and execution for the brand.
Now.
Always
, a deliberate nod to both the brand’s extensive history and its future trajectory in the apparel sector. To bring this theme to life visually, the creative execution juxtaposes classic, vintage Jockey advertisements against the contemporary presence of the brand’s newest ambassadors, Annalise Dalins and Josh Daicos.
“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.”
Pat Langton, Chief Creative Guy at Hook Creative Studio
A New Chapter Under Mitchdowd Licensing
This major marketing push arrives at a pivotal commercial moment for the label in the region. The relaunch follows the significant announcement that Australian apparel house Mitchdowd has secured the licensing rights for Jockey in Australia and New Zealand.
For Jockey leadership, the transition offers a strategic runway to inject fresh energy into a well-established household name.
“We are embarking on a massive new chapter for Jockey. 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.”
Giulia Di Pietro, Marketing Manager at Jockey
Multi-Channel Media Rollout Across Connected TV and Out-of-Home
To ensure the anniversary campaign reaches audiences across the cultural landscape, DASH Advertising has deployed a high-visibility media mix. The rollout spans Connected TV (CTV), YouTube, billboards, street posters, tram wraps, digital out-of-home channels, and social media platforms.
“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.”
David Beacham, Director at DASH Advertising
Beacham emphasized that relaunching gives the agencies the chance to make a truly memorable impact as the century-and-a-half-old brand steps into its next operational era.
