Huey/Paprocki, Ltd. gets active, as the firm unveils JERZEES' new "Made To Play" advertising campaign. The series of ads, which debuted during fall 2003 in Atlanta, Dallas, Denver and Minneapolis, replace product based promotional ads to build the active wear brand in an updated fashion. "We're establishing a long term branding platform that communicates how JERZEES complements our consumers' active lifestyles," said Bob Keller, President of JERZEES. "This is a major component in JERZEES' marketing strategy to stimulate consumer demand for its active wear, which is purchased primarily from mass retail stores."

The campaign uses shadows to illustrate what people feel inside when they truly embrace their active lifestyles. In one execution, a father and son are engaged in horseplay in their living room. Superimposed on the wall is a shadow of a bull rider, alluding to the emotions both are having as they play. "The goal was to develop a campaign that was fresh and relevant to the target. So we decided to use simple visuals and tap into the consumers' aspirational side," said Ron Huey, Creative Director. "Our subjects aren't hardcore athletes, but they're clearly representative of anyone who has a passion for play."