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Hi-Tec ‘Wet is Dry’

Agency: Live & Breathe

Client: Hi-Tec

Creative retail marketing agency Live & Breathe is behind the “Wet is Dry” concept that will launch

Hi-Tec is launching pioneering and revolutionary sports shoe technology to the world with a ‘Wet is Dry’ concept
Created by Live & Breathe the creative communicates the benefits of the ion-mask waterproofing system, originally developed for the MOD to protect soldiers against chemical attacks.

The global trade launch of the V-Lite Altitude Ultra will launch the sports shoe to one hundred markets in late January. It’s retail launch will follow in June 2008. 
The integrated on and off line campaign includes a product microsite and a range of trade and in-store promotional materials to educate consumers and retailers, including shelf wobblers and strips, show cards, swing tags, CDs, leaflets and brochures.

Nick Gray, Live & Breathe MD, says: “With eye-grabbing visuals, graphic symbols and the short, sharp and simple ‘Wet is Dry’ strapline, we feel we have communicated the direct benefits of this new, wonder technology in a way that will stop retailers and consumers in their tracks.”

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