While walking to lunch today, I came across the above poster for Levi's Copper Jeans, featuring an x-ray of a young woman wearing the jeans (below is the poster for a young man's x-ray). Per Ads of the World:
"Reconstructed" is the new Fall/Winter 07 print campaign for Levi's Copper Jeans. Much the same way Copper Jeans' seams and pockets are held in place with metal rivets, broken bones can be reconstructed with metal pins and plates. The vintage x-ray treatment is a nod to Levi's 154 year heritage, as well helping to showcase Copper's product features in an interesting, new light.
Advertising Agency: Bartle Bogle Hegarty Asia-Pacific, Singapore