Frost*

24/01/2008
News, Advertising, Retail, Posters
570 x 800 px

General Pants Summer Campaign - 893 - © Frost Design

Project: Summer of Love
Client: General Pants Co.

Frost* Design Sydney was approached by General Pants Co. to create their Summer 2007 campaign. One of the main objectives was to grow their female 20-25 market while also continuing to build on their strong male customer base.
The campaign is based around capturing iconic summer moments while also evoking the General Pants brand positioning of ‘disrupting the average’. The result is a modern take on the “Summer of Love”.
Working with international fashion photographer Pierre Toussaint and the General Pants team, Frost created a series of raw and edgy black and white images, which are coupled with copylines heralding back to the heydays of 60s and 70s psychedelia and rock.
The campaign will be seen on outdoor in Sydney, Melbourne and Brisbane, as well as featuring in magazines such as Vice and Oyster, and appearing in General Pants windows and stores.

General Pants Summer Campaign - 894 - © Frost Design

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