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.”
