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© 2020, Nihal Atawane
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Experiential Print Video

Eddie Bauer

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    The Challenge

    Help Eddie Bauer recover from its sales slump. We realized that the people who wore the brand the most were suburban, white dads. And so, instead of chasing a younger demographic already being hounded by a dozen fashion brands, we decided to own the inherent “dadness” of Eddie Bauer. Not just accept it, but wear it proudly.