CDP has won the brief to relaunch Falmer jeans in the UK, and is launching its first press work for the brand.
The Falmer brand was bought by the discount clothing chain Matalan, for which CDP handles creative work, in June 1999. The agency pitched against other, undisclosed, agencies to secure the account.
The campaign, which breaks in the women's and lifestyle press on 23 February, is based on the strapline 'second skin' and shows models in positions from the Kama Sutra to illustrate the comfort and functionality of the brand .
Falmer's advertising and marketing manager, Claire Bulman, said: 'The Falmer brand has been dormant for some time, and we need work which will create impact quickly. CDP has come up with a hard-hitting advertising route which updates our image enormously.'
She added that the relaunch aimed to reposition the struggling brand as a credible competitor to traditional brands such as Levi's - itself regaining its hold in a declining market - as well as fashion names such as Diesel and Evisu.
CDP's deputy managing director, Simon North, said: 'The Falmer relaunch is a great brief for any agency, and gives CDP the opportunity to produce some very striking and sexy work.
'Our advertising uses the Kama Sutra as its starting point and positions Falmer denim as a kind of second skin - the idea being that the jeans are so sexy and fit so well that it's as if you're not wearing them at all.'
Falmer went into administration in April 1998, and was snapped up by Matalan for pounds 1.25 million. It has not been marketed since then.
The design and branding company Bureaux was hired in July 1999 to develop a new brand identity after Matalan bought the brand.
The ads were written by Daniel Bryant and art directed by Lynda Kennedy.
The photographer was Justine, and media is through the Manchester-based Feather Brooksbank.