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The Key Aspects We Covered

We observed that jeans were one of the most common fashion apparel Singaporeans wear to town. To convey the idea of being a fashion rebel, the advertisement played on the psyche of being uninhibited.
The imagery of jeans against leather was used to represent safe versus rebellious. Shoppers were encouraged to participate with an iPad 2 up for grabs.
With the campaign in motion, shoppers submitted their photos on the Facebook app and the winner emerged based on public voting. The result for 313@somerset was a notable increase in fan page likes resulting from the competition.