Wal-Mart breaks back-to-school campaign for clothing line
By Adnews Staff
Wal-Mart Canada of Mississauga has released a new brand awareness campaign for its 725 Originals clothing line for young people aged 12 to 21. The effort, created by Publicis Canada of Toronto, includes a 30-second television commercial airing nationally, along with online advertising at Muchmusic.com, MSN Messenger, Flare.com, Fashionmagazine.com, Fashion18.com, Hotmail.com, Yahoo.ca, Sympatico.ca and Wal-Mart.ca. The back-to-school campaign began on Aug. 15 and will run through the fall. "Our communication uses both television and online components to speak to the Canadian teen," said Duncan Bruce, executive creative director at Publicis. "Our use of online represents the increased relevance of the Internet for today's youth, who are market savvy, value-conscious and need to be entertained. The creative speaks to the 725 brand's youthful fashionability through creatively marrying real-life footage and animation, and the changing scenarios exemplify the audience's ability to create their own style with the 725 line."