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James Dean’s cool persona promotes trendy new apparel
Though many have tried to capture his essence, James
Dean had an aura about him that is impossible to duplicate. In just over a year, and in only three films, Dean became a widely admired screen personality, a personification of the restless American youth of the mid-1950s. Kind but brooding, sensitive yet with a seemingly impermeable skin, he could captivate audiences without uttering a word.
FRJ Jeans, a division of United 3, Ltd. in South
Korea, has designed a new advertising campaign centered around the undeniably
cool persona of James Dean. The Dean campaign features a variety of candid images
interspersed in print and internet media. FRJ also had several of the poses recreated
by contemporary models and then placed them adjacent to the original Dean photos.
This particular campaign was designed to promote FRJ’s trendy new line of casual
apparel. In addition to store displays and Web site promotions, FRJ is also placing
ads in various popular fashion magazines.
FRJ’s James Dean advertising campaign launched in January,
and will continue through July 2004. For more information,
or to view the online promotional materials, please visit www.FRJ.co.kr.
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