Bootlegger pushes denim to back-to-school crowd

Fashion retailer Bootlegger promises to have a style of jeans to suit every individual preference, a claim it will promote in a new campaign due to launch in mid-August.

Fashion retailer Bootlegger promises to have a style of jeans to suit every individual preference, a claim it will promote in a new campaign due to launch in mid-August.

Targeting the 14- to 24-year-old market in time for the back-to-school season, two separate campaigns have been created by Vancouver shop, Rethink, to run across B.C.

Five different ads will run as P-O-P in Bootlegger stores, promoting the individual denim styles available. Each ad features a different household item to represent a different style of jeans or denim-type. For example, a half-eaten chocolate cake symbolizes stretch jeans, while a pot of soil is used to reflect the dirty denim look, and a shred of denim caught in a bicycle spoke represents wide-leg jeans. The tagline: ‘Find your fit,’ accompanies each ad, together with the Bootlegger logo.

‘Bootlegger wanted to be known for having many different styles and many top brands so that was the insight behind this campaign,’ explains Ian Grais, partner and CD at Rethink. ‘We tried to provide interesting juxtapositions to highlight different styles of jeans.’

The second campaign consists of three ads that will launch across B.C. on Aug. 19 in billboard and transit locations, as well as in print publications including high school magazines and the pop culture mag, The Georgia Strait.

Each shows a sequence of four images in the style of a comic strip. In one ad, a bored-looking girl sits on a seat while three different men try to win her interest. In the final shot, we see the girl looking content with a tub of ice cream. Another ad shows three different girls trying to impress a disinterested guy who finally looks happiest in the last image with another guy. The same tagline: ‘Find your fit,’ explains the message behind this campaign.

‘We are looking at the different ways that people find their own style in terms of the relationships they are going through, and relating that back to denim,’ explains Grais.

Both campaigns may eventually roll out across the rest of Canada if the initial response is positive.

Credits

Client: Bootlegger

Agency: Rethink

Art Director: Mark Hesse

Copywriter: Rob Tarry

Studio Artists: Leanna Crawford and Genevieve Smith

Photographer: Robert Kenney

Producers: Chelsea Miller and Jonathon Cesar

Account Supervisor: Katherine Emberly