JD Turns the Lens to Londoners for Their New Festive Campaign 'Where Are You Going?'

For the upcoming festive period, JD’s festive campaign takes a refreshing turn, one that hands the creative reins directly to young Londoners, who define modern culture. Moving away from last year’s intimate exploration of family moments, this season’s campaign celebrates the thrill and individuality that fuel the festive experiences of youth today. This year is rooted in individual authenticity, a recognition that the most compelling stories come from the streets, the studios, and the everyday spaces where creativity and ambition thrive.

Day to day, headlines often rush to label or limit young people, JD flips the narrative by offering a fresh counterpoint. The new campaign, titled “Where Are You Going?”, is a question and a challenge rolled into one, fueling a generation to embrace their own paths without fear or hesitation. Across scenes captured by the talent themselves, the campaign showcases a global gallery of ambition and individuality. From chasing platinum records to smashing exam results, the film reveals the beauty of real ambition: imperfect, emotional, and full of drive.

Among the candid moments are voices and faces familiar and new. Some speak of their dreams, “I want to be famous. If that doesn’t work, I’ll just become a pharmacist.” Others open up about uncertainty, “You can fail, you can make mistakes… but really, who cares?” Between them all, a common thread emerges: honesty. The campaign captures Cole Palmer taking pictures with fans, Nemzzz celebrating in the club with his crew, Jade Thirlwall working late in the studio, Paddy the Baddy mentoring rising athletes, and Myles Lewis-Skelly sharpening his game on the tennis court. The result is a tapestry of youth, being real, messy, and inspiringly human.

To bring this message into the physical world, JD invited New Wave to Manchester, the brand’s hometown, for a one-of-a-kind activation that fused technology, and culture. The experience, aptly titled “Phones 4 Youes”, transformed a nostalgic phone shop into a fully immersive art space. Inside, hundreds of iPhones and iPads looped the campaign’s visuals, all shot entirely on iPhones, giving visitors a glimpse into the world through the eyes of the creators themselves. Screens flashed with energy and color, turning the store into a living exhibition of the campaign’s message.

The most talked-about feature was an interactive CCTV installation that captured guests live on camera and projected them onto a massive display screen. It was a playful, immersive nod to JD’s philosophy, the idea that every individual deserves to be seen and celebrated. The activation became a space for connection a way that felt alive with the booming house bass.

To take the bass to yet another level, acclaimed house DJ Josh Baker took over the decks, filling the room with his signature high-energy sound while drinks from the JD Menu flowed. Between all the sensory elements of the activation, there was a constant reminder of why JD remains a cultural pulse point, not defining the culture, but amplifying it in a simple question, “Where Are You Going?”.