Euro RSCG SA makes an impression for Zero Degrees Jeans

Rather than merely telling customers just how slim-fitting the new range of SlimFit Zero Degrees Jeans is, Euro RSCG South Africa devised an attention-grabbing instore campaign to prove it to them.
click to enlarge
The ads demonstrate that SlimFit Zero Degrees Jeans are so tight, the contents of your pocket will leave an imprint on your skin. The three ads give a provocative peek of the impressions of a ring, a cellphone, and a set of keys on a model's super-slim hip and bottom.

Commenting on the creation of the images, creative director James Daniels says it was a challenge to get the impressions to stand out sufficiently in the photos. “Our model had to endure plenty of prodding, pushing and sitting on the objects to ensure a deep-enough impression was formed,” he says.


Creative director: James Daniels
Art director: Chris Crawford
Copywriter: Glenn Curtis
Photographer: David Prior
Retoucher: George Greyling

6 Aug 2009 14:46

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