Juicy Couture®
Client: Juicy Couture® (speculative)
Brief: Juicy Couture® velour tracksuits are trending again. Write web copy for Juicy Couture® to support a user-generated content campaign, encouraging audiences to submit photos of themselves wearing the brand.
Creative Strategy: Reframe Juicy Couture® as the uniform for unapologetic chaos. A campaign-led microsite supported by bold, culturally resonant copy that positions participation as playful and aspirational. The messaging uses nostalgia, celebrity influence, and incentive-driven engagement to motivate submissions while reinforcing Juicy Couture’s recognizable brand identity.
Insight: In an era of algorithmic perfection and curated feeds, people crave permission to be their raw unfiltered selves.
Get Caught In Juicy.
P.S. We’ll give you merch.
Ah, the 2000s, a time when anything could happen - and it usually did.
Paris, the party heiress, stumbling out of clubs with smudged eyeliner and dirty sex hair. Britney with a buzz-cut. Lindsay in a bikini, an ankle monitor, her sole accessory.
Paps hid under bushes. The angles were criminal. The lighting a crime against humanity. Nobody planned those photos. Nobody approved them. Nobody was supposed to see them. But we did. And we couldn't look away.
Because here's what nobody tells you: chaos photographs better than order. Those messy moments showed something human under all the glitter. And it was magnetic.
Fast forward to now. Everything's curated. Everyone's a "clean girl" with a 10-step routine. We want the HOT mess back.
So the question isn't
“What if someone catches me looking crazy?”
The question is …
“What am I wearing when they do?”
✨ So here’s the DEAL ✨
You're the celebrity. You're the scandal. You're the 3am headline. Channel your inner tabloid trainwreck and send us your MESSIEST pic in juicy velour. The best entry wins a year's supply of Juicy Couture: 365 days of velour, rhinestones, and "officer, I can explain" energy.