INTERNATIONAL: International Gallery; Levi’s Hunt Lascaris TBWA

Hunt Lascaris TBWA addresses the sensitive subject of race in this year’s poster campaign for Levi’s. One execution shows a hand with the words, ‘we are not born racist’, scrawled on its palm, while another shows six embryos - one of each from a reptile, a fish, a horse, a human, a chicken and a pig. Five are identical, only the pig shows any difference. For its press work, Hunt Lascaris continues the theme of identification, this time on a social rather than a natural level. Five different pictures of a coat hanger are presented, each representing a different style of Levi’s jeans. A normal hanger is tagged ‘regular’, while the wire is completely unravelled for ‘relaxed’ fit. In ‘loose’ fit, only the neck is partially unravelled.

Hunt Lascaris TBWA addresses the sensitive subject of race in this

year’s poster campaign for Levi’s. One execution shows a hand with the

words, ‘we are not born racist’, scrawled on its palm, while another

shows six embryos - one of each from a reptile, a fish, a horse, a

human, a chicken and a pig. Five are identical, only the pig shows any

difference. For its press work, Hunt Lascaris continues the theme of

identification, this time on a social rather than a natural level. Five

different pictures of a coat hanger are presented, each representing a

different style of Levi’s jeans. A normal hanger is tagged ‘regular’,

while the wire is completely unravelled for ‘relaxed’ fit. In ‘loose’

fit, only the neck is partially unravelled.



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Country South Africa

Agency Hunt Lascaris TBWA

Client Levi’s

Writer Kristian Sumners (racism, embryo)

Art director Marc Lineveldt (racism, embryo) Grant Parker (hangers)

Typographers Grant Parker (embryo) Marc Lindeveldt (racism)

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