Hackett: A Modern Man – 2017 / 2018

Shifting the perception of a dated brand to appeal to a new generation of modern men.

The Brief:

Hackett had a problem, their brand perception was alienating new audiences and felt dated in a modern market. They realised this was detrimental to their business so asked us to help them appeal to a new audience of 25 - 35 year old men.

Hackett needed to embrace the modern world in their communications, the macho attitude the brand gave off no longer appealed to our audience. We needed to reignite the charm and wit rooted in the DNA of the brand and apply it to a modern man’s outlook on life.

Over a 9 month period we released 6 content campaigns that reignited Hackett’s charm.

Campaign 1:
The Great Outdoors

You don’t need members clubs and grand stately homes to enjoy the finer things in life.

Campaign 4:
Hello Summer. Hello World

Wherever you are in the world, say hello, and here’s 35 ways to get you started.

Campaign 2:
Work to Your Own Rhythm

Encouraging our audience to challenge the traditions of the working world.

Campaign 5:
Aston Martin

Aston Martin is a mindset… not just a very very very very very fast car.

Campaign 3:
Show Your Stripes

Showing your support can be just as important as the sport itself, whatever it may be.

Campaign 6:
Classics Reinvented

Showing you should always put your own twist on a classic.

Every campaign was created with product messaging, social and editorial assets.