MADEWELL INVENTS #JORTCORE

We helped Madewell ride several cultural trends this summer with the creation of their own trend: #JORTCORE.

With the aim of engaging Gen Z and highlighting sustainability, we celebrated jean shorts (jorts) and self expression. We hired Brooklyn surf-punk girl band Nevva to write an original song. Influencers used it to promote reusing old garments and even upcycling the scraps!

The result was benchmark-breaking ad recall and view rates.

BRAND CHALLENGE

Madewell’s core customers are millennial, and they came to Movers+Shakers to acquire a younger audience. They asked for a campaign that feels culturally relevant to Gen Z and native to TikTok, while rooted in the Madewell brand and product.

CREATIVE SOLUTION

Riding on the recent fashion trends like #Cottagecore and #Normcore, we created our own #core for jean-loving, edgy TikTokers.

To make #Jortcore a thing, we activated Gen Z tastemakers on TikTok to jam along to our original pop-punk track by the Brooklyn band Nevva, all the while transforming a pair of Madewell jeans into the summer’s hottest pair of jorts! They also shared their denim creations on Instagram through their own personal Photo “Joto” Dumps.

A recycling partnership ensured none of their denim scraps went to waste. ♻️

it’s called jortcore!

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