Leagas Delaney has won the £5m global brief to reposition and relaunch cult Australian clothing and accessories brand Driza-Bone.
It follows a pitch against two undisclosed agencies. The London office has been tasked with devising creative work, initially encompassing press, outdoor and online, to break in Australia in autumn.
The brand will then be relaunched, backed by the marketing campaign, in major markets, including the UK and the US, ahead of “ambitious” expansion plans.
The brand is known for being a rugged outerwear label, but wants to focus on fashion innovation and achieve a younger urban personality.
Chief executive Rod Williams says the agency will be tasked with positioning Driza-Bone in the “global market”.
Driza-Bone’s product range includes raincoats, shirts, shorts, T-shirts and hats.
In Australia, Driza-Bone uses a string of sporting celebrities to promote its wares, including Australian cricketer Brett Lee and Stephen Larkham, the Australian Rugby Union player. It also provided garments to clothe staff at the Sydney Olympic Games in 2000.