Fashion has certain unwritten rules, do's and don'ts. But why limitations? We reintroduced DOW XLA™ to the fashion world with a massive rebranding effort and campaign launch for the premium stretch fiber that questioned all the existing rules of fashion. The award-winning "Redesign the Rules" campaign was created to show the myriad of benefits that DOW XLA™ brings to designers and consumers. With each benefit a fashion rule is broken. The integrated campaign spans everything from brand identity, to print, film, web and experiential event-based marketing.

Davey Award 2008, Gold, Branding