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Gola Classics, the original British sports brand, has developed a stunning new advertising campaign for 2007, which takes inspiration from a DNA double helix. The new campaign depicts a DNA strand made up from pairs of brightly coloured Gola trainers, accompanied by the tag line ‘The Pattern of Life’.
The new execution is set to launch across a selection of style and music titles such as Vice & NME, together with some innovative viral activity. A spoof science mini site has been developed to complement press advertising, which takes a step back in time to Gola’s heyday in the 60s and 70s and pokes fun at those early science lessons regarding Darwinism.
Commenting on the new ad campaign Donna Hill, PR & marketing manager, stated: "The new concept takes inspiration from the world of genetics with a vivid and eye-catching execution. The new campaign builds on Gola’s activity from previous years by utilising brightly coloured trainers on a dark background. The press campaign will be accompanied by innovative viral activity, which is certain to create a buzz amongst the online community."
The creative concept, developed by Blackburn based Source Creative, will also be used across point of sale, promotional literature and exhibition stands.
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