True Religion, jean and apparel company, launched a campaign which went live in online and in cinema in US.
Campaign’s ad – “Be So Bold” -is a subversion of the expression “May I be so bold” and is used for True Religion’s re-launch within the 140-year-old denim category.
The campaign produced by ad agency 180LA includes digital, in-store, print, social and cinema elements. The campaign debuts True Religion’s brand transformation with new chief executive officer David Conn, creative director Gary Harvey and chief marketing officer Mary Alderete.
The campaign will recruit style leaders to share bold self-expression by posting Tweets, Instagrams, photos or Vines of themselves showcasing their own fearless style using the hashtags #BeSoBold and #EnterToWin. True Religion will turn over its Facebook page to feature the best entry and winners will also have the chance to be featured on True Religion’s website and Instagram account. Winning photos and videos will also be displayed on the 9 foot digital storefront windows and interactive kiosks in new stores that will open this fall in New York, Los Angeles, Chicago, Las Vegas and Washington, D.C. Existing stores will also evolve to create an elevated brand experience.