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G-Star Raw

Hardcore Denim

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Challenge

Showcase G-Star RAW as the global leader in denim by creating a campaign with optimal ‘fit’ and ‘detail’ at the heart of the story.

Approach

In collaboration with G-Star marketing and a team of independent artists, we created a campaign that brought this story to life in owned, earned and paid channels.

Hardcore Denim Commercial

The work, integrated with all touch points around the campaign such as commercials, print, in-store, billboards.

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Result

The ‘BUTT’ campaign blew up, captivating denim fans with provocative and beautiful butts and inviting them to discover the sexy side of ‘fit’ and ‘detail’ in the denim story.

https://d1pdqwcbd7h9a.cloudfront.net/assets/hardcoredenim_still_1-0-00-00-00.jpg

Ronin is our go-to-partner for our online presence. From digital designs to development challenges and animation. We love how flexible, versatile and professional they are in every step of the process.

Gwenda van Vliet

CMO G-Star RAW

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