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X-ray Female

Published/Aired: 
September 2007

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Description: 

"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,

Comments (9)

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Highest Rated

Javor's picture
Javor

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

ahmed ragheb's picture
ahmed ragheb
Activity Score 297

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
Activity Score 10679

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
Activity Score 251

The campaign takes too much explaining.

pjn

raverus's picture
raverus
Activity Score 1476

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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