Jay Jays – with the help of Visual Jazz Isobar – has launched the interactive online component of its ‘Multiply the Colour’ campaign.

Multiply the Colour promotes Jay Jays coloured denim offering and leverages the retailer’s partnership with international teen pop sensation Cody Simpson.

Visaul Jazz Isobar is responsible for developing, producing and building the key feature of the site – an interactive look book that takes the user through a modern-day Romeo and Juliet story.

Users can click through to purchase the clothes worn by the cast at any time. If they’re not sure of which colour to buy, the site also links to Facebook with an app that recommends the best colour jeans for you based on your photos. Friends can then give their opinion and help users decide on their purchase.

Gavin Heron, executive creative director of VJI, said: “We’re very happy with how the website and the look book have come out, completely capturing the fun, teen-focussed personality of Jay Jays. A huge amount of work went into the stop motion production and it was well worth it to get the finished product.”

“Jay Jays has set the bar for creating engaging content online and we’re so glad to have had the opportunity to work with them on another stand-out campaign.”

All offline advertising and point-of-sale will direct customers to the Multiply the Colour site.

Dianna Young, general manager of advertising for Just Group, said the digital elements of the campaign would be a key driver for Jay Jays customers.

“The digital elements of the ad campaign are an innovative integration with Visual Jazz Isobar bringing the ‘Multiply the Colour’ story to life online in a way that will captivate our audience while showcasing the Jay Jays collection available for purchase,” she said.