A reputation for producing “distinctive, vibrant, playful and rebellious” work with Levi’s
Over these 2 decades, has increased sales of Levi’s jeans by 800%
Visual & Auditory
You can’t control who else advertises with you in the same time slot or before or after you
TiVo and Sky+
So, why does Levi’s still do it?
Long-standing advertising history
Well-integrated with print
Grown to include other media, particularly online advertising.
CEO & Founding Member of BBH
“ This campaign is about the new seasonal looks….. showcasing in a way that acknowledges it’s coming from the original , that this is what we are as Levi’s. We’re not trying to be anybody else . …..this business strategy as well as a communications strategy.
“ Receiving a brief for a campaign is always exciting. And when you get a Levi’s brief, you times that by ten ….. Reinstate Levi’s as the original jeans”
Steve Wakelam & Dean Wei
“ Show the history , but keeping it sexy, playful, fun and engaging ……What big thought could Levi’s have that could run for the next 5 ,10 years….. Levi’s as the change-maker .”
Shot in Prague
Launch with the Spring Collection ‘07
The brand has evolved over the decades, with new innovations that defined the look of the period, but has always found inspiration in its heritage.
Title: “Dangerous Liaisons (60 secs)”
Agency: BBH, London Creative Director: Caroline Pay Agency Producer: Davud Karbassioun Art Director: Steve Wakelam (art direction), Dean Wei (typography) Production Company: Rattling Stick Director: Ringan Ledwidge Producer: Sally Humphries DP: Alwin Kuchler Post Production: The Mill, London Audio Post: Aaron Reynolds @ Wave Offline Editor: Richard Orrick @ Work Music: "Strange Love", by Little Annie www.rattlingstick.com
12 th February 2007
First in Spain, subsequently across Europe
“ from” the original
This idea is encapsulated in the new brand endline:"New From the Original”
Lateral ( Interactive agency)
Spring ’07 collection
Net income increased 24 % to $61million
2 Cannes Lions 2007 (Gold & Bronze)
CLIO Awards, 2007 (Bronze)
Nominee for The Conch for 2007 Commercial of the Year
my take on it 9 Rewatchability 9 Consistency 8.5 Appeal 9 Relevance 6 Credibility 10 Impact 9.5 Execution 6 Freshness/Originality Out of 10 Criteria