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Tack Press Limited
7 Ability Plaza
Arbutus Street
London
E8 4DT
+44 (0)20 7249 1155


Chris Jones
Commercial Director

chris@tack-press.com

Liz Jones
Project Manager

elizabeth@tack-press.com

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Get in touch

Tack Press Limited
7 Ability Plaza
Arbutus Street
London
E8 4DT
+44 (0)20 7249 1155

Chris Jones
Commercial Director

chris@tack-press.com

Liz Jones
Project Manager

elizabeth@tack-press.com

Baracuta

an advertising campaign

Baracuta jackets have been a staple of every subculture since the 1950s, worn by Elvis and Steve McQueen, as well as countless mods, skinheads and soul boys. When Baracuta came under new ownership in 2012, Tack Studio won the contract to create its first new advertising campaign.

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Titled Synonymous and Antonymous, the campaign focused on a series of portraits of archetypal characters from subcultures. These people were paired up to represent the diversity of Baracuta’s jackets, as well as the people who wear them. The campaign launched at a private party in east London.

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Tack Studio street-cast rockers, mods, skinheads, preppy and soul boys in the campaign, all of whom were genuine fans of Baracuta. The people cast had a natural style, as well as a real affinity with Baracuta’s jackets.

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An accompanying short film gave a voice to the campaign and brought Baracuta’s heritage to life. The film revealed the narrative behind Synonymous and Antonymous.

The film was screened at the campaign’s east London launch event. More than 600 guests enjoyed live music from Watford-based band The Spitfires, as well as DJ sets from models featured in the campaign – including the renowned DJ Norman Jay.

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