BBH creates pan-Euro Levi’s brand campaign

Bartle Bogle Hegarty launches the first Levi’s branding campaign for three years this week with the aim of reversing a 14 per cent slump in sales.

Bartle Bogle Hegarty launches the first Levi’s branding campaign

for three years this week with the aim of reversing a 14 per cent slump

in sales.



The pan-European campaign will include TV, style and fashion press and

six-sheet poster work. It will seek to garner the kind of hip

recognition for Levi’s ’twisted original’ jeans line that BBH’s Flat

Eric campaign won for its Sta-Prest sub-brand last year.



The three 30-second TV spots explore the double meaning of the ’twisted

original’ tagline, with shots focusing on the jeans’ new look.



In ’legs’, two lovesick pairs of Levi’s are separated on the production

line but reunite when their owners pass each other on a crowded

street.



’Undressed’ shows a naked young couple sexily putting on their clothes

as mutual excitement escalates. A naked family enters the room and is

horrified. ’Dolls’ is a polythene version of star-crossed lovers, with

an inflatable Romeo ending up impaled on a barbed wire fence.



’Previously, we’ve relied on the strength of BBH’s ads and not focused

enough on innovation,’ Levi’s UK marketing manager Manelisa Mavuso,

said.



’With twisted jeans we have a genuinely interesting product to focus

on.’



’Undressed’ was directed by Dom and Nic for Outsider, ’legs’ by Brian

Beletic for Satellite and ’dolls’ by Dante Ariola for Propaganda. All

three ads were written and art directed by Adam Chiappe, Matthew Saunby,

Adam Scholes and Shawn Preston. Media planning and buying is by Motive

Communications.