JBC, Defiant, BeContent and Hybrid Media go back to school together.

Earlier this year, after a strategic groundwork phase, Defiant took on the role of marketing and communication partner for JBC. For Back to School, we teamed up from the very first concept, together with BeContent, JBC's visual content partner for several years, and performance agency Hybrid Media. Strategy, creation, content and media sat around one table from day one to build a single integrated plan.

Back to School is the first major expression of 'Het geluk van…', the creative-strategic platform with which JBC puts the small moments of family happiness centre stage. Moments that sometimes live in something big, but far more often in something small that makes a day a little nicer, easier or more your own.

In the films, the patches from the in-store campaign get a role of their own. Kids use them the way kids do: to make something personal, to fix something, to hide something, or simply to be the coolest in the room. The in-store action becomes the thread of the story, and 'Het geluk van…' quite literally finds its place in the clothing, the communication and the shop.

The campaign is fully integrated, running across addressable TV, social media, performance channels, the online shop and the JBC stores, and it marks the starting point for how 'Het geluk van…' can grow as a platform for the brand.

Karel Vinck, Defiant:
"From the very start of Defiant, we've wanted to help brands build worlds that people want to belong to and take part in. That only works when client, strategy, creation, content, media and experience talk to each other from the beginning. At JBC we were given exactly that space. Together with their team, BeContent and Hybrid Media, we built this campaign as one real team. I think you can feel that in the result. And 'Het geluk van…' gives us far more to work with than a single campaign. This is something we can take in many directions together."