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Jager Di Paola Kemp Design has fashioned an avalanche of print ads—40 in all—for Burton Snowboards.
The effort features a different print ad for each member of the Burton Snowboards professional snowboarding team. Riders are typically sponsored by more than one athletic brand and are used by Burlington, Vt.-based Burton to tap into the public consciousness.
The client, which spends about $1 million on ads annually, relies on highly vertical media—mainly enthusiast magazines—to reach its 12-18-year-old target audience.
One execution features some 20 photographs of the rider Gigi jumping off snowy mountain slopes on his board.
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