Women Smash their Negative Labels in Striking Jennyfer Film

Absent from the advertising world for 20 years, Jennyfer, french fashion brand, is making a come-back with a cheeky, daring integrated campaign: #DontCallMeJennyfer, launched nationally from May 8th. Assisted by Buzzman, the brand unveils its new positioning of inclusion, affirming its promise to be a brand for everyone, throwing stereotypes out of the window.

Bollywood and K48 production produced the new campaign film with unusual and unique characters. The film is directed by Leone, an Italian director who founded K48 production and is a partner of C41, which has directed numerous films for as many important brands. His films oscillate between fashion and storytelling while maintaining his characteristic traits that make his work unique.

The story focuses on modern society where prejudices and “Étiquette” reign. The goal of this fashion film is to break these stereotypes to go beyond the mere appearance. The film is composed of seven female characters, each with a strong and recognisable personality. 

Through the choice of locations and outfits they interpret a certain role fairs of their own personality.

The goal is to make people feel confident about themselves so as not to judge only on appearance.

The film is set in the metropolis of Milan - a place that offers numerous locations to help tell the story in the best way.