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X-ray Male

Published/Aired: 
September 2007
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"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,

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i like that

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