Levi’s is launching what it claims is the first pan-European
six-sheet campaign, to accompany its TV and print brand advertising.
The poster campaign, which will run in the UK, France, Germany, Holland,
Spain and Sweden, was put together by Levi’s media agency, Starcom
Motive, and JCDecaux, the poster contractor.
Six-sheet sites owned by Adshel and Maiden, as well as those owned by
JCDecaux, will be used.
The heavyweight campaign, which is worth several million pounds, will
run for one week and promote the pan-European launch of Levi’s new
range, Engineered Jeans.
The posters, which depict models wearing the jeans, were created by Adam
Chiappe and Matthew Saunby at Bartle Bogle Hegarty and designed by Alan
Aboud at Aboud Sodano. They will be placed in high streets.
Steve Parker, the head of Starcom Motive Outdoor, said: ’This is the
first venture in the last couple of years into a broad outdoor campaign
for Levi’s. We thought there was a need to translate key images that are
in the press and on TV.’
Last week Levi’s launched its first branding campaign in three years
(Campaign, 10 March) to try to reverse a 14 per cent slump in sales.
Spencer Berwin, the group sales director of JCDecaux, emphasised the
significance of creating the pan-European campaign. ’This was Starcom
Motive and ourselves working together to achieve a simultaneous hit
across Europe for an important launch. It was achieved through our
London office which is a very important hub for us, ’ he said.