3. Levi Strauss & Co. Founded in 1853 San Francisco, California Gold Rush
Dry goods business
Created the world’s first blue jeans
Founded in 1853
San Francisco, California Gold Rush
Dry goods business, from bavaria
Created the world’s first blue jeans
They patented the copper rivets used to reinforce points of strain such as the pockets or at the base of the fly button
Slide 2: They have a reputation of ..?? (rebellious, youthful, trendy , passionate)
Ask for adjectives associated with levi’s

4. Levi Strauss & Co. sales Mid-90s 2002 time
1980s - 90s, Levi's turned streetwear into a fashion statement. Levi’s 501
Mid-90s: zenith chalking up sales over $7billion
Late 90s – 2002,:But when change came, it came fast. Within two years, market share had halved, and since then profits have plunged into net losses in 2003
Sales fell because the new young didn’t want to wear what the ageing young was wearing
Saturation
Cult brands: wrangler, lois, earl, nudie, Antik, bread
Levi’s Odyssey 2002 Handel’s Sarabande
Mid-90s
2002
time

5. BBH Bartle, Bogle & Hegarty Founded in 1982
Clients include: Audi, Vodafone, Johnnie Walker, Axe/Lynx
Cannes Agency of the Year
Levi’s agency for 25 years
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%
Bartle, Bogle & Hegarty
1982
Clients include Audi, Vodafone, British Airways, Bailey’s, Johnnie Walker and Axe/Lynx
Agency of the Year twice at Cannes
Levi’s agency ..quarter a century
Has 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%

6. television commercials
Mass-market
Targeted
Visual & Auditory
Saturated/clutter
Habitual Switch-off
You can’t control who else advertises with you in the same time slot or before or after you
TiVo and Sky+
Mass-market
Targeted
More flexibility than print
Saturated/clutter
Habitual Switch-off
You can’t control who else advertises with you in the same time slot or before or after you
TiVo and Sky+ (digital video recorders)
But why does Levi’s still do it?
Long-standing history. Ppl looked forward to it. Even those not in the advertising field.
However, it was always been well-integrated with print. This has grown to include other media, particularly online advertising.

7. television commercials
So, why does Levi’s still do it?
Long-standing advertising history
Well-integrated with print
Grown to include other media, particularly online advertising.
So, why does Levi’s still do it?
Long-standing advertising history. Levi’s launch of their commericials were consider abit like mini TV events during its peak. Ppl looked forward to it. Even those not in the advertising field.
However, it was always been well-integrated with print. This has grown to include other media, particularly online advertising.

8. the brief
Nigel Bogle
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.

9. the brief
Caroline Pay
Creative Director
“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”
Caroline Pay (creative director): quarter of the time they needed. Shot in Prague. “

10. the brief Steve Wakelam & Dean Wei Art Directors
“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.”
Heritage of 130 years “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.

11. dangerous liaisons Shot in Prague
Launch with the Spring Collection ‘07
Idea
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.
Levi’s News Story commercial : Levi’s 501 the original. (2006)
Most recent Change commercial: Levi’s 501 (they left out any from the original.e.tc)
From.how it evovled.

12. 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 Wave Offline Editor: Richard Work Music: "Strange Love", by Little Annie

14. dangerous liaisons Launch 12th February 2007
First in Spain, subsequently across Europe
Tagline
“from” the original
This idea is encapsulated in the new brand endline:"New From the Original”
Levi’s News Story commercial : Levi’s 501 the original. (2006)
Most recent Change commercial: Levi’s 501 (they left out any from the original.e.tc)
From.how it evovled.
Cannes Lions - International Advertising Festival, 2007 (Gold Lion ) for Clothing, Footwear & Accessories Cannes Lions - International Advertising Festival, 2007 (Bronze Lion ) for Best Use of Music CLIO Awards, 2007 (Bronze) for Apparel/Fashion
Nominee for UK Screen Association The Conch for 2007 commercial of the year

15. dangerous liaisons Integrated Media Lateral (Interactive agency)
Spring ’07 collection
Moonbathing
Effectiveness
Net income increased 24 % to $61million
Lateral: lexus, five, nintendo
original video footage of models wearing outfits from the Levis® collections. This included a playful interactive dressing and undressing sequence which enticed the user to keep exploring the full range of products.
Moonbathing was a huge success and resulted in a 60% increase in traffic to the site during its six month life span, with over 200,000 visitors coming directly from the banner ads.
MSN European Creative Awards silver
M&M Europe Awards finalist
BIMA Awards finalist
Effectiveness
According to the financial-statement release from levi’s for the 3rd quarter of this year: Net income for the third quarter increased 24 percent to $61 million compared to $49 million in the prior year.
Awards
2 Cannes Lions 2007 (Gold & Bronze)
CLIO Awards, 2007 (Bronze)
Nominee for The Conch for Commercial of the Year

16. my take on it Freshness/Originality 6 Execution 9.5 Impact 10
Criteria
Out of 10
Freshness/Originality 6
Execution
9.5
Impact 10
Credibility
Relevance 9
Appeal
8.5
Consistency
Rewatchability
Freshness/Originality:
undressing, striptease thing is not a new idea, sex sells (Human instinct, gets attention), lovers in the heat of the moment. It’s very similar to othe r levi’s ads in using a couple as well. HOWEVER, the idea of stripping but then there’s something new underneath (surprises the viewer, gets more attention) as well as the moving through the ages, that’s new.
Execution:
Even though the whole concept of it could potentially turn into something quite.. Sleazy, it didn’t. I felt it was tastefully done.
Furthermore, it was believable, the transitions was smooth and you could see the attention paid to all the detail – hair, make up , clothes – through the 1800s, 50’s glamour, 70’s hippies, 80’s and in present day 2000.
The angles were also shot well, a lot of activity was going on, but still you’ll see shots of the jeans and it’s quite clear to see the different style.
The background music and it’s lyrics (by Little Annie) were well-employed as well.
Impact
Credibility .It didn’t tell you how this product was engineered, the quality or how focus much on the design. It doesn’t tell you where, how to get it. Unless I’m already familiar with the brand, than it would seem slightly more credible because I am familiar with the quality and know that a long heritage , or a company that has been successful for so long prob stems it being good . And this advert reinforces that heritage.
Relevance:
To the product being sold. we’ll come back to in
Appeal & Suitability:
Youthful, Passion, Playful, fun, exciting, interesting, engaging. To the target market, yes.
Consistency:
With brand image and levi’s as a corporationg. Yes. Sexy, playful..etc. There’s one shot that’s consistent throughout the Levi’s commercials: the panning in on the lower-half of the body, probably getting the trademark thread design on the pocket of the jeans.
Rewacahbility:
You would want to rewatch it again after you ended just to look at the details more carefully
In short, this is not so much a product or tactical ad ad, it’s a strategic ad to remind consumers about Levi’s rich heritage and the nature of their culture. Which I think they suceeded in.

17. possible improvements
Lack of follow-up information
Failed to fully ride on the success ?
They didn’t provide enough information like what cut it was.. etc etc. they could have given them more sales maybe? They could have ride on it and brought back a old cut
Too many different websites
Latin america, Usa, Asia, Europe, Canada . Perhaps unique

18. thank you Once I had a strange love, a mad sort of insane love,
a love so fast and fierce,
I thought that I would die.
-’Strange Love’ by Little Annie
(music for Dangerous Liaisons)