Dow Fiber Solutions Receives 2008 Gold Davey Award for the DOW XLA™ "Redesign the Rules" Website
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: Sotheby’s Institute of Art, Yahoo!, Estee Lauder, Theory, Polo Ralph Lauren, ADWEEK, BRANDWEEK, Coach, MTV, Victoria’s 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.
About Dow Fiber Solutions
Dow Fiber Solutions, a business unit of The Dow Chemical Company, is dedicated to pioneering innovations for the global textile industry by matching proactive research and development expertise with the creative vision of retailers, designers, and manufacturers – to meet consumer needs. The business has established a customer base in Europe, Asia/Pacific, the United States and South America to produce fabrics made with XLA™ elastic fiber. XLA™ is one of many innovative products that underscore Dow’s strategy to strengthen its performance business portfolio by prioritizing marketing and application development activities that support high-value, end-use applications. For more information, visit www.dowxla.com.
With annual sales of $54 billion and 46,000 employees worldwide, Dow is a diversified chemical company that combines the power of science and technology with the “ Human Element ” to constantly improve what is essential to human progress. The Company delivers a broad range of products and services to customers in around 160 countries, connecting chemistry and innovation with the principles of sustainability to help provide everything from fresh water, food and pharmaceuticals to paints, packaging and personal care products. References to “Dow” or the “Company” mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted.
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