02 Apr. 2012
PEPE JEANS X RED BULL: "THIS IS MY BUTT"Pepe Jeans London and the Red Bull World Champion Formula One team will continue their partnership for the 2012 Formula One competition. The cars and uniforms of star drivers Sebastian Vettel and Mark Webber will go on carrying the Pepe Jeans London brand logo and remain committed to making a fantastic rear-view impression, while the Red Bull team plans to ensure that the view their competitors get is the rear-end of Red Bull's race cars.
To celebrate this “obsession", Pepe Jeans London is launching a 2012 Formula One campaign in conjunction with Red Bull's Vettel and Webber. Kicking off with above-the-line advertising, the 360° digitally-driven “This Is My Butt" campaign will evolve throughout the Formula One racing season with an immersive online campaign at www.pepejeans.com.
An international online competition will invite Pepe Jeans London fans to post photographs of their “rears” in the brand's jeans on its website. The hottest “butts," as voted by visitors to the site, will win one set of 16 pairs of Grand Prix tickets. Other prizes up for grabs include Pepe Jeans London jeans and Red Bull Racing merchandise signed by Sebastian Vettel and Mark Weber. The “This Is My Butt" campaign will culminate in an exclusively shot promotional film featuring two surprise stars.
Pepe Jeans x Red Bull: 2012 Formula One campaign “This Is My Butt\"
Maria Cristina Pavarini
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