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72andSunny Launches I Have A Secret Book for DC Shoes' Newly Established Girls Division
Advertising and design agency 72andSunny has launched the I Have A Secret campaign for DC Shoes' new girls division.
Los Angeles, CA (PRWEB) October 6, 2005
-- Advertising and design agency 72andSunny has launched the I Have A Secret campaign for DC Shoes new girls division. The centerpiece of the effort is a 44-page book showcasing the DC Girls snowboarding team and the Holiday 05-06 line of apparel, footwear, outerwear and snowboard boots. The book will be available at retailers and poly-bagged with fashion and lifestyle magazines. Other components of the campaign include a 12-page teaser book, print ads in ELLEGirl and SG magazines, and a Website (www.dcgirls.com) slated to launch soon.
Said John Boiler, Creative Director, 72andSunny, DC has some of the best women riders in the world and they have great personality and ideas. We wanted to use this opportunity to bring dimension to the riders while delivering great product, and wrap it all up in a DC Girls point of view. The website was a great opportunity to extend the idea and connect fans and the riders.
Centered on the theme I Have A Secret, the book has a distinctly feminine look while conveying the sassy, hip and slightly rebellious attitude of girls who snowboard. Each page features beautiful photography of DC-sponsored pro snowboarders outfitted in DC Shoes gear, including Priscilla Levac, the top-ranked female rider the world, as well as Erin Valverde, Jacqui Berg, Drea Russell and DC Girls’ skateboard team rider Lyn-Z Adams Hawkins.
The photos are enhanced with light-hearted illustrations by LA-based artist and skateboarder Alice Casson and with text by 72andSunny writer, Betsy Decker. Design and art direction is by Stephan Baik. The models were shot on location in Portland and Mt. Hood, Oregon by snowboarder and noted photographer Lars Topelmann.
About 72andSunny
72andSunny is a full-service advertising, design and brand identity agency with offices in Los Angeles and Amsterdam. Current clients include Bugaboo, Microsoft Xbox, G4 Media, Quiksilver, DC Shoes and the Portland Trail Blazers. For more information about 72andSunny, contact 310.615.9880 or visit www.72andsunny.com.
CREDITS
Client: DC Shoes Girls
Title: I Have A Secret
DC Shoes
Girls’ Marketing Manager: Amy Botts
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