The new campaign attempts to demonstrate that Elcra is more versatile than typical denim clothing.
“It has the potential to expand its business opportunities, and people are apathetic about leaflets and direct marketing,” said Chong Kin, creative director at Leo Burnett Hong Kong.
To bring its proposition to life, the new campaign took place in industrial districts across Hong Kong, enhancing the brand’s exposure to its potential client base.
The campaign features street railings and fire hydrants wrapped in Elcra denim to highlight the product’s elasticity.
A car was also completely wrapped in the denim, and paraded around the target districts.
“We wanted to dramatise the execution,” explained Chong. “The media cost is minimal as we didn’t have to buy any of the usual media buying space.”
Denim stretches ties with ad firm
HONG KONG - Progress 2000 Textile has expanded its relationship with Leo Burnett, tasking the agency with a new ambient project after initially hiring it to design promotional leaflets for its new elastic denim product Elcra.
