BBH focuses on the unconventional in Dockers print work

Khaki-clad young people defying convention are featured in new advertising to reinforce Dockers’ ’West Coast cool’ style.

Khaki-clad young people defying convention are featured in new

advertising to reinforce Dockers’ ’West Coast cool’ style.



Bartle Bogle Hegarty has produced the pan-European print initiative

under the theme ’No restrictions’.



The colour campaign for Dockers’ Khaki pants comprises four ads which

target 25- to 35-year-olds and emphasises the individuality of the

wearers.



In one execution, two men watch an American football game from a stadium

gantry high above the crowd. Another ad shows a pair playing football

with a bean bag, while perched precariously on the edge of a tall

building.



A third has a woman riding on the roof of a crowded bus in heavy

traffic.



The fourth ad features a man hang-gliding above a busy airport.



The ads were shot by the New York photographic team, Constance Hansen

and Russell Peacock, whose portfolio includes work for Kookai, Louis

Vuitton and Evian. They worked alongside the stylist, Patti Wilson.

Media is through Mediapolis.



The campaign, which was written by Hugh Todd and art directed by Adam

Scholes, will break later this month on posters in Dublin, Glasgow,

London and Manchester. Ads will also appear in a selection of magazines

including GQ, FHM, Loaded, Marie Claire and Elle.



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