BMP DDB launches Easy Jeans as affordable fashion

BMP DDB unveils its first work for Easy Jeans next month, only six weeks after the agency won the pounds 1 million account (Campaign, 17 January).

BMP DDB unveils its first work for Easy Jeans next month, only six

weeks after the agency won the pounds 1 million account (Campaign, 17

January).



The hard-hitting press and poster campaign positions Easy Jeans as a

fashionable, but affordable brand and takes an oblique swipe at the

premium pricing of rivals such as Levi’s.



Four executions picture the jeans in everyday situations, lying in a

crumpled heap on the floor, hanging over a radiator to dry, abandoned

next to the bath, or stuffed into a laundry basket.



The lines read: ’Be a victim of fashion. Not extortion’; ’They’ll enjoy

going to the pub just as much as a really expensive pair’; ’We don’t use

sex to sell our jeans. We don’t even screw you when you buy them’; and

’When you buy a pair of jeans do you always go for an American name? Is

it jerk, sucker or asshole?’



Lydie Rybacki-Malgin, the sales and marketing director of Easy Jeans,

said: ’We are working hard to promote unprecedented core brand values.

Our main competitors rely on heritage or American imagery to sell their

product, while our aim is to build an image to give people a concrete

reason to buy Easy Jeans.’



The ads were art directed by Pete Gatley and written by Jeremy

Craigen.



They will run in the style press from April, as well as on posters

nationwide. Media planning and buying are being handled by BMP.



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