Presenting the A-Z of New York Style

The task

Alongside multi-channel activity focused on driving awareness of Coach within the European markets, JK&K was tasked with deeper storytelling to further establish the brand’s fashion authority and engage a new audience.

The vision

Partnering with i-D and the VICE wider network, the concept utilised their most popular commercial strand, developing a bespoke Coach A-Z of New York Style through their editorial lens. From Americana to (Gen) Z, the video-led content brought Coach’s inherently New York heritage to life, injecting currency of the brand today, and ensuring relevancy for the European market.

The result

The project was closely managed by the JK&K team, from creative inception through to the realisation of the extensive media plan, which ensured targeted and meaningful amplification for the content. The campaign delivered 150% video views, doubled average dwell time, and currently has 800,000 views on YouTube.

JK&K Global