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Leonard/Monahan, Providence, R.I.

Bauer In-Line Skates

Creative Director: David Baldwin

Art Director: Greg Bokor

Copywriter: Kara Goodrich

Photographer: Jim Erickson

To create the perfect print campaign for Bauer In-Line Skates, the creative team at Leonard/Monahan started from ground zero.

Literally.

"We conducted extensive focus groups with the skaters themselves to see what makes them tick," says David Baldwin, creative director.

"What we found is that there are different kinds of skaters, but all in all the whole experience of skating is a compulsion that involves fun, freedom and exercise," he says.

Positioning Bauer's in-line skates as the performance skates that all street skaters, enthusiasts and trainers would aspire to own, the ads capitalize on the skaters' descriptions of their own sport.

"It's freedom. You just happen to be a powerless slave to it," reads one ad's copy, wrapped around a vivid photograph of an in-line skater in motion.

"What was revealed by the skaters were certain truths that we translated into advertising," says Mr. Baldwin. "What the ads say are real."

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