StrawberryFrog Gives Gas a ‘Global Soul’

NEW YORK StrawberryFrog has picked up the estimated $30-40 million international advertising account of Gas jeans, an Italian brand that competes with fashion label Diesel.

The independent shop won the account without a review, after working for two months on a project for the jeans maker, agency CEO Scott Goodson confirmed. Goodson said the client approached StrawberryFrog based on its work for Asics’ Onitsuka Tiger line, for which it created a series of print ads and non-traditional work—including an “art-house” film—that positioned the sneakers as a fashion statement.

The Gas work will revolve around the theme of “The world is always awake” and show how “the world is becoming more connected to a global soul,” Goodson said. “University students in Tokyo have more in common with kids in Argentina or university students in Canada.”

Television spots being shot in the United States and Europe depict youths in different parts of the world enjoying the same hobbies, Goodson said. Gas jeans, which are sold by 3,500 retailers in 56 countries, earned about $200 million in sales last year, according to the agency. The brand is not available in the U.S.

StrawberryFrog has offices in New York and Amsterdam, the Netherlands. The New York office contributed to the Gas project, but the full account will be handled out of Amsterdam, Goodson said.