Dockers ventures outdoors for first time in four years

Levi’s Dockers brand made a return to outdoor media for the first time in four years last week.

Levi’s Dockers brand made a return to outdoor media for the first

time in four years last week.



Dockers Khakis will be appearing on a number of special building wraps

and on 250 48-sheets in various cities for the whole of April.



The spring campaign, bought and planned by Mediapolis and poster

specialist Concord, will run in Manchester, London, Glasgow and Dublin.

In London, the specialist has booked TDI’s ’five ways’ Oxford Circus

network - a series of sites on all the corridors leading out of the Tube

station.



Anthony Rhind, associate director at Mediapolis, said: ’Our activity is

focused on the four domestic ’fashion capitals’. Targeted 48-sheets are

combined with large building wraps that embody the core communication of

’no restrictions’.’



The creative, designed to appeal to 25- to 35-year-old men and women,

was produced by Bartle Bogle Hegarty and has already appeared in style

magazines.



The executions feature Dockers-wearing models who are ’not bound by

conventional limitations’. The image used on the building wraps is a man

hang-gliding over a busy airport as he finds an alternative to taking a

scheduled flight.



Justin Bannerman-Lloyd, account director at Concord, commented: ’Where

better to advertise Dockers’ street pants than on the streets.’