JD Christmas Campaign: Forever Forward

Led by a bright team of creatives pushing innovation amongst art and music in British Culture, JD’s latest Christmas Campaign Forever Forward celebrates all that inspires the younger generation, namely their never-ending, passionate and empowering sense of style. A collection taking inspiration from freedom of self-expression, uniqueness and positive change, the campaign features the JD duffle bag, an icon in the history of the brand that’s been shaping British youth culture for over 25 years. An accessory that has transcended trends and become a real status symbol, especially at school. Artists, athletes and adventurers of the likes have been choosing the JD duffle bag for more than two decades thanks to its endless styling possibilities, a gateway to limitless creativity.

A love letter to culture and the people who are contributing to writing its next chapter, the campaign is rooted in authenticity through relatable depictions of the life of a real JD consumer, as the JD duffle bag witnesses the highlights of their day. The spot features the leading voices of the new creative scene in the UK, a team of fifteen multidisciplinary artists who are currently shaping today’s cultural landscape through cutting-edge innovation. Central Cee is pictured picking up something fresh from the JD store and Sturdy Off during a freestyling session. To give his images an authentic feel, Kano asked to be photographed with his real family during a Christmas feast, while Davido, Ronisia and Ella Tone are featured before a couple of young sneakerheads, and Ants Live is riding a horse at Vauxhall City Farm. After showing Cench as his artist Kirbs at a pirate radio session, a slow motion pans to Joy Crookes enjoying a Nia Archives rave before bringing into focus Chunks & Darkest laughing around town. In the ending scenes, Mar Lucas, Omar Montes and Cat Burns are all seen ending their day with a smile on their face, going home after a night out.

With a star-studded campaign, Forever Forward pays homage to an inspiring generation of artists, musicians, athletes and online creators who have all come together to celebrate the Christmas season. Having lived through the years as an evergreen icon, the JD Duffle Bag continues to take centre stage in the empowerment of youth culture, a trailblazer for self expression never ceasing to influence the leading forces of today’s cultural scene.