One of our most exciting and ambitious projects over the past few months was to develop a new marketing campaign, website and e-Commerce platform for True Religion Jeans. The iconic denim label had a couple of goals in mind: Focus the strategy and creative around the brand's essence, with its distinctly American voice, all within a ticking time-frame. Today WWD pays tribute to the success of both the campaign and the business, applauding the company's impressive growth in the midst of recession, and the fantastic new creative that we're proud to have helmed. From the article:
"True Religion will speak with a markedly American accent as it fans out over the globe. Its new marketing campaign, which includes the relaunch today of its Web site at truereligionbrandjeans.com, is built on four distinctly American personalities — The Bohemian, The Wanderer, The Maverick and, for men’s, The Rebel, portrayed by Tallulah Morton, Alicia Rountree, Julia Dunstall and Brad Kroenig, respectively, in photos by Alexi Lubomirski. Its home page will be headlined “The True American” and each component of the line, still dominated by jeans and denim sportswear, will fit into one of the four archetypes. Otherwise black and white, the imagery features subtle spot coloring, as one might expect, in red, white and blue.
"ModCo Creative, the firm’s new agency, handled the multiplatform marketing campaign, which includes streamlined browsing and navigational features on the Web site and, next month, an inaugural foray into digital advertising with nytimes.com."
Check out the full story here.
