Starcom Motive and JC Decaux have created what is believed to be
the first pan-European six-sheet poster campaign.
The outdoor push, to launch Levi’s Engineered Jeans range, was a
short-term ’mega-weight’ drive.
Kicking off last Monday, it lasted one week and ran nationwide in six
countries across the Continent.
In the UK, dominant roadside six-sheet display was concentrated in key
conurbations. Adshel and Maiden, which hold the contracts for key
railtrack and local authority sites, were used to bolster the Decaux
Spencer Berwin, group sales director of JC Decaux, said: ’Levi’s wanted
to achieve blanket coverage across Europe. Decaux operates as separate
units across the Continent, so the challenge of this campaign was
coordination across six different countries.
’This was done using our London office as a hub and making sure that the
space was available across some very popular locations for this
The pan-European campaign for the new line of jeans followed magazine
and television activity before the in-store launch. The countries
involved in the poster campaign were the UK, France, Germany, Holland,
Spain and Sweden.
Motive Communications won two awards for its work with Levi Strauss -
Best Use of New Media and Best International Campaign - at the Campaign
Media Awards in November.