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DOW XLA 'Redesign the Rules' wins Gold Davey Award

06
Dec '08
Dow Fiber Solutions Receives a 2008 International Gold Davey Award for the DOW XLA Brand Fiber "Redesign the Rules" Campaign

The Davey Awards honors true creative work that features fresh ideas, intelligence, out-of-the box thinking and exceptional execution.The Davey is judged and overseen by the International Academy of the Visual Arts (IAVA) and underwritten by AdvertisingAge Small Business Network. The IAVA is an invitation-only membership consisting of top-tier professionals from acclaimed media, advertising, and marketing firms including: Sotheby's Institute of Art, Yahoo!, Estee Lauder, Theory, Polo Ralph Lauren, ADWEEK, BRANDWEEK, Coach, MTV, Victoria's Secret, HBO, and many others.

To create the groundbreaking multi-media DOW XLA “Redesign the Rules” campaign and website, Dow Fiber Solutions partnered with Effie-award winning integrated advertising agency, Syrup, an LBi agency company, whose notable clients include: Issey Miyake, Hermes and GE. “The goal was to challenge conventions and connect consumers and the fashion industry on a universal human level, portraying an irresistible world where everything suddenly feels designed just for you,” says Robert Holzer, CEO of Syrup.

Syrup created a visually stimulating series of print ads and short films which debuted on the new campaign website www.redesigntherules.com, also created and produced by Syrup. The integrated campaign is designed to challenge conventions and invite the viewer to experience the benefits of DOW XLA fiber. The ads bring to life the design superiority, performance, fit and durability of XLA in core fashion categories including ready to wear, denim and swimwear. The executions feature looks from DOW XLA premium consumer brand partners such as: Brooks Brothers, Citizens of Humanity, GoldSign and Maryan Mehlhorn.

“As a business, we are dedicated to pioneering innovation for the fashion industry. A key ingredient in our marketing mix is changing how we speak to our customers and utilizing new media,” says Holiday Watson, Global Public Affairs and Brand Leader for Dow Fiber Solutions. “It is an honor for DOW XLA to be recognized for the 'Redesign the Rules' campaign and a strong endorsement of the effectiveness of an integrated, digital marketing strategy.”

The DOW XLA “Redesign the Rules” campaign debuted this fall in global trade publications including Women's Wear Daily, DNR and Sportswear International as well as a number of industry and consumer outlets throughout North America, Europe, South America and Asia.

The Dow Chemical Company


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