Sherms Tvc Presentation Levis


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  • Sherms Tvc Presentation Levis

    1. 3. <ul><li>Founded in 1853 </li></ul><ul><li>San Francisco, California Gold Rush </li></ul><ul><li>Dry goods business </li></ul><ul><li>Created the world’s first blue jeans </li></ul>Levi Strauss & Co.
    2. 4. Levi Strauss & Co . time sales 2002 Mid-90s
    3. 5. BBH <ul><li>Bartle, Bogle & Hegarty </li></ul><ul><li>Founded in 1982 </li></ul><ul><li>Clients include: Audi, Vodafone, Johnnie Walker, Axe/Lynx </li></ul><ul><li>Cannes Agency of the Year </li></ul><ul><li>Levi’s agency for 25 years </li></ul><ul><li>A reputation for producing “distinctive, vibrant, playful and rebellious” work with Levi’s </li></ul><ul><li>Over these 2 decades, has increased sales of Levi’s jeans by 800% </li></ul>
    4. 6. television commercials <ul><li>Mass-market </li></ul><ul><li>Targeted </li></ul><ul><li>Visual & Auditory </li></ul><ul><li>Saturated/clutter </li></ul><ul><li>Habitual Switch-off </li></ul><ul><li>You can’t control who else advertises with you in the same time slot or before or after you </li></ul><ul><li>TiVo and Sky+ </li></ul>
    5. 7. television commercials <ul><li>So, why does Levi’s still do it? </li></ul><ul><li>Long-standing advertising history </li></ul><ul><li>Well-integrated with print </li></ul><ul><li>Grown to include other media, particularly online advertising. </li></ul>
    6. 8. the brief <ul><li>Nigel Bogle </li></ul><ul><li>CEO & Founding Member of BBH </li></ul><ul><li>“ 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. </li></ul>
    7. 9. the brief <ul><li>Caroline Pay </li></ul><ul><li>Creative Director </li></ul><ul><li>“ 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” </li></ul>
    8. 10. the brief <ul><li>Steve Wakelam & Dean Wei </li></ul><ul><li>Art Directors </li></ul><ul><li>“ 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 .” </li></ul>
    9. 11. dangerous liaisons <ul><li>Shot in Prague </li></ul><ul><li>Launch with the Spring Collection ‘07 </li></ul><ul><li>Idea </li></ul><ul><li> 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. </li></ul>
    10. 12. <ul><li>Title: “Dangerous Liaisons (60 secs)” </li></ul><ul><li>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: &quot;Strange Love&quot;, by Little Annie </li></ul>
    11. 14. dangerous liaisons <ul><li>Launch </li></ul><ul><li>12 th February 2007 </li></ul><ul><li>First in Spain, subsequently across Europe </li></ul><ul><li>Tagline </li></ul><ul><li>“ from” the original </li></ul><ul><li>This idea is encapsulated in the new brand endline:&quot;New From the Original” </li></ul>
    12. 15. dangerous liaisons <ul><li>Integrated Media </li></ul><ul><li>Lateral ( Interactive agency) </li></ul><ul><ul><ul><li>Spring ’07 collection </li></ul></ul></ul><ul><ul><ul><li>Moonbathing </li></ul></ul></ul><ul><li>Effectiveness </li></ul><ul><ul><li> Net income increased 24 % to $61million </li></ul></ul><ul><li>Awards </li></ul><ul><li>2 Cannes Lions 2007 (Gold & Bronze) </li></ul><ul><li>CLIO Awards, 2007 (Bronze) </li></ul><ul><li>Nominee for The Conch for 2007 Commercial of the Year </li></ul>
    13. 16. 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
    14. 17. possible improvements <ul><li>Lack of follow-up information </li></ul><ul><li>Failed to fully ride on the success ? </li></ul>
    15. 18. thank you <ul><li>Once I had a strange love, </li></ul><ul><li>a mad sort of insane love, </li></ul><ul><li>a love so fast and fierce, </li></ul><ul><li>I thought that I would die. </li></ul><ul><li> -’ Strange Love’ by Little Annie </li></ul><ul><li> (music for Dangerous Liaisons) </li></ul>