JDK, Burton Have Nothing to Hide | Adweek JDK, Burton Have Nothing to Hide | Adweek
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JDK, Burton Have Nothing to Hide

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BOSTON Jager Di Paola Kemp Design is putting the finishing touches on a series of print executions for Burton Snowboards, the agency said.

The print work features professional snowboarders from Burton's team and emphasizes that they provide input on how products perform up on the slopes.

Ads "show every crack, wrinkle or spot [on endorsers' faces]. That's the reasoning behind [the ads]. Nothing to hide behind ... these are real people, real faces behind all these products," said Malcolm Buick, design director at independent JDK in Burlington, Vt.

The first execution employs the headline "Perfection Reflection" and includes a photograph of snowboarder J.P. Solberg opposite a stylized product shot. Copy begins, "There are people out there who will tell you that you can't have your cake and eat it too, that you have to trade performance for personalization or sacrifice for feel. To those people J.P. Solberg presents the P1 and the P1 Carbon bindings by Burton. Incredibly comfortable, infinitely adjustable, and totally adaptable to all terrains and riding styles." The ad concludes, "Find perfection in a pair of P1's today."

The campaign targets snowboarders ages 15-24 and will break in the January issue of Transworld Snowboarding.

Last year the Burlington-based client spent about $1.5 million on ads and $1 million through August, per TNS Media Intelligence/CMR. JDK has held the Burton business for more than a decade.