Jack Purcell tries out fashion edge

Targeting young, fashion-conscious Thai consumers, the 'Pure' campaign, developed by JWT Bangkok, launched this month with 16 consecutive page spreads in magazines such as Elle, Cosmopolitan and FHM. The ads use neutral tones with models wearing brightly-coloured Jack Purcell shoes. "The creative focuses around the idea of 'pure' fashion," said Mark Webster, JWT Bangkok CEO. "Everything is white except the shoes, which stand out against the bleached and blanched backgrounds." JWT creative director Santan Hiranyalekha and Hans Mueller, creative director for JWT design arm IMC, worked with leading Thai fashion photographer Thanut Singhasuvich on the campaign. All Star, Converse's other sub-brand, is positioned as a fashionable basketball shoe.