THE SPIRIT OF A WINNING CAMPAIGN

Eye-catching images to propel launch of new men’s fragrance

Next month, Roots will launch a new fragrance for men. It’s part of the successful Roots Spirit group of fragrances and news of its imminent launch has already generated great anticipation at Roots and beyond.

Heralding its arrival in stores will be a major advertising and promotional campaign starring Canadian Olympic Gold Medalist Adam van Koeverden (who is sponsored by Roots) and acclaimed model Lauren Vanhoosear. The photographs were all shot outdoors and have a strong active, sporty feel.

The campaign was coordinated by Elizabeth Kabbash, Creative Director of the Montreal-based Zed Graphic Communications. “The main idea behind the photo shoot was born from the desire to integrate the essence of the Roots brand with the essence of the fragrance,” says Elizabeth, who has worked with Roots on various projects over the past five years. “We wanted to integrate the down-to-earth, fit and athletic, natural, straightforward and unpretentious qualities of Roots with the qualities of the fragrance which is designed for a man who is familiar yet memorable, sexy yet comfortable, and athletic yet relaxed. In building the creative team, we wanted to capture the dynamism of Adam van Koeverden and chose photographer Beth Studenberg for her positive energy and natural photo style. Each team member was selected to ensure the creative style and integrity that reflects the Roots brand. The result was a session filled with incredible energy and resulting in beautiful, compelling photos.”

That will be patently evident when the campaign is unveiled in August and September in both national and regional magazines, in transit posters in Toronto and Montreal and in promotional material in all Roots locations, and also at Sears, the Bay and many leading drug stores.

The photos were taken recently in Miami’s South Beach area whose wide and fine, white sand-covered beaches are popular spots for fashion photo shoots. South Beach is known for its hip clubs and nightlife as well as numerous excellent restaurants.

The new Roots Spirit for Men, consistent with the active signature of the Roots brand, will be launched as part of the Roots fragrance group, which includes three fragrances introduced over the last eight years.