• Founded in 1853• San Francisco, California Gold Rush• Dry goods business• Created the world’s first blue jeans

Levi Strauss & Co.

Levi Strauss & Co.

time

sales

2002Mid-90s

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%

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+

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.

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.

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”

the brief

Steve Wakelam & Dean WeiArt 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.”

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.

Title: “Dangerous Liaisons (60 secs)”

Agency: BBH, LondonCreative Director: Caroline PayAgency Producer: Davud KarbassiounArt Director: Steve Wakelam (art direction), Dean Wei (typography)Production Company: Rattling StickDirector: Ringan LedwidgeProducer: Sally HumphriesDP: Alwin KuchlerPost Production: The Mill, LondonAudio Post: Aaron Reynolds @ WaveOffline Editor: Richard Orrick @ WorkMusic: "Strange Love", by Little Annie www.rattlingstick.com

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”

dangerous liaisons

Integrated MediaLateral (Interactive agency)

• Spring ’07 collection• Moonbathing

Effectiveness Net income increased 24 % to $61million

Awards• 2 Cannes Lions 2007 (Gold & Bronze)• CLIO Awards, 2007 (Bronze) • Nominee for The Conch for

2007 Commercial of the Year

my take on it

Criteria Out of 10

Freshness/Originality 6

Execution 9.5

Impact 10

Credibility 6

Relevance 9

Appeal 8.5

Consistency 9

Rewatchability 9

possible improvements

• Lack of follow-up information • Failed to fully ride on the success ?

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)