Following Brexit, and the referendum, we watched anti-immigration hate gather momentum, not just online and in the media, but in the real world, and on the high street. We even saw it flare up, in isolated incidents, in Jigsaw stores. We waited for a push back, in broader culture, but none came. So as Jigsaw approached the launch of their Autumn Winter 2017Collection, sourced from 16 different countries, then designed and brought to market by 45 different nationalities, we resolved to remind people why immigration matters.

We carried out research, to quantify feeling amongst Jigsaw’s core audience, and quickly identified a sense of quiet, but fundamental outrage. Then we created a campaign that spoke to these emotions, and pushed back against the hate.

Our heart immigration campaign was anchored in an insight far beyond a conventional category or brand insight. It was, as you describe it, a human insight, that pushed Jigsaw far beyond its comfort zone, and remit, as a high street retailer. But it worked. And connected the company to its audience, on a shared principle, and a shared sense of outrage.

A relatively compact budget generated unprecedented word of mouth (reaching a total online audience of 80 million). It brought customers and employees closer to the brand (employee pride rose +11%). And drove traction with a problem audience of 25-34 year olds that Jigsaw had struggled to recruit, over the years. It dramatically impacted on perceptions of Jigsaw, the brand. And it sold the new Collection more effectively than any previous launch campaign, for any previous Jigsaw Collection.