72andSunny Launches "I Have A Secret" Campaign for DC Shoes' New Girls' Division

 
 
 

72andSunny Launches "I Have A Secret" Campaign for DC Shoes' New Girls' Division

72andSunny collaborated with DC Shoes (a division of Quiksilver) to launch the new Girls division with a print campaign entitled "I Have A Secret."

Comprising a 44-page book (and 12-page "teaser" book) and print ads appearing in ELLEGirl and SG magazines, the work showcases the DC Girls snowboarding team modeling the Holiday 05-06 line of apparel on the slopes of gorgeous Mount Hood, Oregon. The book features photography by Lars Topelmann and illustration from LA-based artist and snowboarder Alice Casson. "Models" include Priscilla Levac, the top-ranked female rider in the world, as well as Erin Valverde, Jacqui Berg, Drea Russell and DC Girls' skateboard team rider Lyn-Z Adams Hawkins. An "I Have A Secret"-themed website: www.dcgirls.com is slated to launch soon.

Said John Boiler, Creative Director, 72andSunny, "DC has some of the best women riders in the world and they have great personality and ideas. We wanted to use this opportunity to bring dimension to the riders while delivering great product, and wrap it all up in a DC Girls point of view. The website was a great opportunity to extend the idea and connect fans and the riders." (Images of campaign inside)

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