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Levi's Copper Jeans: X-ray Female

"Reconstructed" is the new Fall/Winter 07 print campaign for Levi's Copper Jeans. Much the same way Copper Jeans' seams and pockets are held in place with metal rivets, broken bones can be reconstructedwith metal pins and plates. The vintage x-ray treatment is a nod to Levi's 154 year heritage, as well helping to showcase Copper's product features in an interesting, new light.

Advertising Agency: Bartle Bogle Hegarty Asia-Pacific, Singapore
Creative Director: Todd Waldron
Art Director: Hoon Pin Kek
Copywriter: Douglas Hamilton
Editor: Dave Phung
Photographer: Simon Harsent
Additional credits: Rebecca So, Xenia Tan,
Published: September 2007

9 comments

ahmed ragheb's picture
ahmed ragheb
297 pencils

childish one

Vanessa's picture
Vanessa

Beautiful image, but the concept seems a little bit forced. I could see it working if Levi was using the same type of metal used to hold bones together in their jeans.

Guest star's picture
Guest star

ditto.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Not working for me, either.
More stretch marks than on a woman's.... ahh, never mind.

jonazz's picture
jonazz

good effort for a jeans ad...

pneuburg's picture
pneuburg
251 pencils

The campaign takes too much explaining.

pjn

raverus's picture
raverus
1476 pencils

whatever, doesn't make me buy a jean

Amit Ratan's picture
Amit Ratan

nice concept

Javor's picture
Javor

cool... would be really nice if you backlight it

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