The 'We are explorers' campaign, running through March and April, will see the six young people from five different countries pair off and visit locations including Goa, Mongolia, Mumbai, and Playa del Carmen in Mexico—all while looking great in the brand's clothing, naturally.
"This is a story about friendship and courage, with memories imprinted on their denims," said Lance Diaresco, vice-president of marketing for the brand. "We pair up explorers from different countries. They will work together on getting inspiration from local sites and celebrations to embellish their denizen jeans along the journey."
The casting call took place in January and the company is now in the process of selecting the final six explorers from the countries where the brand is active: China, India, Mexico, Singapore, and Pakistan.
The six young people will blog about their experiences as they go, and the campaign also includes contest opportunities for fans who follow their exploits.
Casting call:
Behind the scenes:
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