Badger Repositions A X

Badger Worldwide will reposition A X Armani Exchange as an everyday option for the fashion conscious in a series of playful but low-key print ads breaking in September magazines.
The campaign, the New York shop’s first for the client, is about “having a timeless style and a sense of individuality,” said agency president Madonna Badger. “The idea is that A X is an integral part of everyday life. You can take this style and make it your own.”
The ads, which avoid copy, consist of 16 black-and-white photos of young people in a variety of settings: a couple embracing in a train yard, a poker game in a cafe, an evening at the drive-in.