DC Girls Are Rumpalicious


Advertising and design agency 72andSunny has launched a campaign called "I Have A Secret" for DC Shoes' new girls division. The centerpiece of the campaign is a 44-page book, called Girls Who Have Secrets Are Sexy, showcasing the DC Girls snowboarding team and the Holiday 05-06 line of apparel, footwear, outerwear and snowboard boots. The book will be available at retailers and poly-bagged with fashion and lifestyle magazines. Other components of the campaign include a 12-page teaser book, print ads in ELLEGirl and SG magazines, and a website slated to launch soon.

The book is a collection of sassy, hip and slightly rebellious girls with attitude who snowboard. Each page features photography of DC-sponsored pro snowboarders outfitted in DC Shoes gear, including 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.

The book is quite beautiful looking and we particularly like the image with the headline, "I am Rumpalicious, Trunktastic, Assmerizing, the Caboosiest."

by Steve Hall    Oct- 6-05   Click to Comment   
Topic: Brands, Campaigns   

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Bullshitalistic Assistical Moronism.

Posted by: KRank on October 6, 2005 2:12 PM

This obviously spoke to the core of KRank. Great to have such insightful comment...your mother must be proud.

Posted by: Go Home on October 6, 2005 3:17 PM

Jumping jehosophat. she's not only rumpalicious, she's RACKtastic as well.

Posted by: Joe on October 6, 2005 3:21 PM

She'll be the butt of many a joke.

Posted by: Mcthingy2 on October 6, 2005 8:27 PM

Knowing the snowboard scene, a bit, I can only say one thing: WOW
Amazing art and comment, truly I am not kidding you.

Posted by: Roeland on October 7, 2005 4:17 AM

It's like American Apparel minus the porn creep and with better copy.

Posted by: David Burn on October 7, 2005 11:45 AM