For its newest campaign with acclaimed Belgian actor Koen De Bouw and Danish menswear label Premium by Jack & Jones went up close and personal. In three short movies we get a unique backstage glimpse of Koen: preparing for a role, rehearsing lines, never losing focus – and never losing his sense of style.
One of Koen’s longtime favorite actors, Buster Keaton, served as an inspiration for this remarkable campaign. Keaton was best known for his silent comedies, in which his consistently stoic, deadpan expression earned him the nickname “The Great Stone Face”. It seemed as if nothing could really affect him, even when things around him would go terribly wrong.In this campaign, PREMIUM by JACK & JONES proves itself the constant red-thread throughout a gentleman’s wardrobe. After all, the right outfit is never just a bunch of clothes thrown together. It’s your wingman at any occasion, making sure you feel confident and focus on what lies ahead – while looking flawless and ready to rumble, that is.In each campaign movie, Koen is rehearsing excerpts of a speech by John F. Kennedy, on the artist’s role in society. “If sometimes our great artists have been the most critical of our society, it is because their sensitivity and their concern for justice, which must motivate any true artist, makes him aware that our Nation falls short of its highest potential.
“I see little of more importance to the future of our country and our civilization than full recognition of the place of the artist.” – John F. Kennedy, 1963. Although shot in Denmark, this Premium by Jack & Jones campaign is quite a Belgian affair. Koen chose Indra Siera as director, a talent whom he worked with for many times – most recently for ‘T.’, the Flemish television series in which Koen plays the leading role. The styles featured in this campaign reflect the diversity of the PREMIUM by JACK & JONES label. Whether you’re all preppy, rocking a suit & tie or feeling more casual – nothing affects your style. The collection (of which you see some pieces above) will be available in-store and online as from September 9, 2016.