Khaki kisses

The concepts form part of a campaign that sought to creatively interpret the brand's ‘Unrestricted' tag line. ‘Old Khaki allows you to express your personal sense of style. It is not what you wear but how you wear it', says Marketing Manager, Evan Torrance.

The first concept - Kiss - features two provocative and contemporary images which make a strong statement and position Old Khaki as an edgier more exciting brand, says Mike Ipp from Canvas.

The campaign features an audacious scene which depicts what could happen in a matter of minutes if one allowed oneself to be completely unrestricted. This is represented with a ‘five minutes before' and ‘five minutes after' reference. There is also a strong fashion ingredient in the campaign which aims to not only highlight the clothing but also the candid, unintimidated Old Khaki attitude.

‘Old Khaki is about wearing the clothes, rather than letting the clothes wear you and we believe that the new campaign executed by Canvas wholly reinforces this position of personal expression,' Torrance concluded.