286 voices. 286 stories. JD reveal latest Christmas campaign that flips the script on the conventional high-production route, reverting to a raw self-directed portrait of youth culture. Entirely for the youth, by the youth.
‘Where Are You Going?’ is a campaign that puts not just the power, but the camera and creative control, back into the hands of the youth. With 286 young people empowered to tell their version of life, from their perspective – vertical, raw, and unfiltered.
Inspired by the typically chaotic ensemble of photo albums, JD’s latest campaign embraces imperfection. Shot entirely on vertical, by young people from Tokyo to Berlin, ‘Where are you going?’ leans on the zeitgeist of modern youth culture, offering today’s youth a voice. ‘Where are you going?’ celebrates a generation that refuses to be confined by traditional expectations, encouraging them to show the energy and individuality that has propelled current youth culture.
By posing such a simple question, the film offers an unparalleled insight into the lived experience of today’s youth, as they navigate society and try to find themselves. Whether it’s platinum plaques, simply passing their upcoming exams, or anxieties over friendships, ‘Where are you going?’ reveals how every voice pushes in one direction: Forever Forward.
Those with a keen eye will recognise a few familiar faces as they scroll through the gallery. But the beauty of the campaign is the lack of refinement, presenting these ‘celebrities’ as everyday individuals, equally conscious of the future, irrespective of their current stature.
Whether it’s Cole Palmer laughing as he’s teased for flipping the camera the wrong way, or Myles Lewis-Skelly hitting a rally on the tennis court with his friend, the campaign transcends conventional boundaries between the celebrity and the normal person.
The intertwinement of today’s youth alongside trailblazers in football, fashion, music, and social media reiterates the overarching message that all of these voices are equally important.
Not just presented in a language familiar to the youth, as a phone photo album, but the campaign epitomises how JD are telling the stories that matter, giving equal weight to talent and the community, because they are equally important in driving youth culture forward.
By platforming those at the forefront of the culture, JD have been able to refine what it means to tap into youth culture – giving the camera to those that define it, first-hand.
The JD ‘Where are you going?’ Christmas campaign is available to watch on the JD YouTube channel and across digital platforms, with exclusive product drops available online at jdsports.co.uk and in stores across the UK.
