Levi’s launches six-sheet campaign

Levi’s is launching what it claims is the first pan-European six-sheet campaign, to accompany its TV and print brand advertising.

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.



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