Levi-Strauss has unveiled a radical new direction in Internet
advertising for its world-famous jeans brand.
Known as ‘magpie pieces’, the technique takes the form of a gateway icon
represented by a winking eye. The Levi’s ads are triggered into action
when Net users click on the eye.
There are four executions in the series: ‘snowflakes’, ‘DNA’, ‘cowboy’
‘Snowflakes’ is a 20-second ad in which two animated snowflakes
gradually form on-screen. As they reach their full size, an endline
freezes on to the screen and reads: ‘No two pairs are the same.’ The
endline’s typeface is animated to give it a frosted look.
‘DNA’ is a short piece of animation that shows a DNA double helix
gliding across the screen. Within the DNA, are pairs of letters that
spell out ‘each pair is unique’.
Once the animation sequences are complete, they disappear and the screen
returns to normal.
The magpie pieces do not appear on Levi’s own Website, levi.com, but
have been placed on selected sites throughout the World Wide Web,
including those of MTV and Fortean Times.
The Magpie Pieces are being pioneered by Levi’s in conjunction with its
ad agency, Bartle Bogle Hegarty and the Website design agency, Obsolete.
The media strategy was planned and bought by Levi’s media agency,
The ads were developed after research by BBH showed that the Net is used
in an exploratory manner.
David Bryant, a copywriter at BBH, commented: ‘Current Net advertising
is very much restricted to banner inserts and graphics on pages, and
there are huge Websites with information you don’t necessarily want.
Magpie pieces is more akin to press or television advertising, where the
message pops up while you’re reading or watching something and then goes