Please login to continue



Adnews offers non-subscribers free access to one story per month.

Subscribe for unrestricted access to our content.

Forgot your login or password? Click here.

Reitmans begins Denim Love Stories campaign

Apparel retailer Reitmans has begun a campaign called "Denim Love Stories." Developed by Marketel of Montreal, the national campaign is aimed primarily at women and promotes the chain's new line of jeans. The initiative includes store windows, digital media, materials at, social media activities, a Facebook contest and an online video. Media for the campaign is being handled by OMD.

"The video short is a simple product demo, but with a surprise twist," said Jo-Ann Munro, creative director of Marketel's MarketElle division. "We know that women have a love-hate relationship with jeans. When we find that perfect pair, it's magic. So, we wanted to capture that. This was our first project with Reitmans as a new client. They were game for being a little cheeky, so we went for it."

« Back Next »

Related stories Comments