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Mexx breaks spring campaign in Montreal

Clothing retail chain Mexx has begun an out-of-home campaign in Montreal promoting its new spring product lines. The campaign, which will run until June 6, consists of 62 digital and static street columns from Astral Out-of-Home. The creative features photographs of men and women wearing the company's clothes while exhibiting "character, confidence and real emotion," according to the company. The campaign was developed in association with Cundari Montreal and Torchia Communications. The initiative is part of an international campaign that is also taking place in The Hague, Maastricht and Berlin, among other cities.

"Though we have a lot to say, our spring campaign is wordless," said Julia Hansen, president and chief creative officer of Mexx. "The images do all of the talking. They reflect what we're all about: playfulness, adventure and an unapologetic embrace of being real no matter the circumstances. The creative also conveys our focus on the customer, everyday men and women who are anything but ordinary."

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