Business News
Dow Fiber Solutions Receives 2008 Gold Davey Award for the DOW XLA “Redesign the Rules” Website
Thursday 04. December 2008 - Dow Fiber Solutions, a business unit of The Dow Chemical Company, received international recognition for the "Redesign the Rules" advertising and branding campaign for DOW XLA stretch fiber garnering a 2008 Gold Davey Award in Branding.
The Davey Awards honors outstanding creative work whose strength comes, not from “Goliath” size budgets, but rather from 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). The IAVA is an invitation-only membership consisting of top-tier professionals from acclaimed media, advertising, and marketing firms including: Sothebys Institute of Art, Yahoo!, Estee Lauder, Theory, Polo Ralph Lauren, ADWEEK, BRANDWEEK, Coach, MTV, Victorias Secret, HBO, and many others.
“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,” said Holiday Watson, Global Public Affairs and Brand Leader. “It is an honor for Dow Fiber Solutions to be recognized for the Redesign the Rules campaign and a strong endorsement of the effectiveness of an integrated, digital marketing strategy.”
Launched in August 2008, the groundbreaking, multi-media Redesign the Rules campaign is a fully integrated marketing communications plan that spans print, digital and video to reach a global trade and consumer audience. The campaign speaks in an authentic way to the fashion industry and challenges the industry to question convention by using DOW XLA stretch fiber to design without the limitations posed by traditional stretch fibers and fabrics. It also speaks to consumers allowing them to redefine how they look and feel in their clothing. The campaign brings to life the design superiority, performance, fit and durability of DOW XLA in core fashion categories including ready to wear, denim and swimwear. The executions feature looks from premium consumer brand partners using DOW XLA, including: Brooks Brothers, Citizens of Humanity, GoldSign and Maryan Mehlhorn.