CAMPAIGN MEDIA AWARDS 2000: THE DOUBLECLICK AWARD - Best International Campaign - Winner: Filmic launch



Title: Filmic launch

Media Agency: Starcom Motive

Media Director: James Greet

Regional Business Director Planner: Peter Colvin

Creative Agency: Bartle Bogle Hegarty

Creative Director: John O'Keeffe

Account Director: Annicka Locket

Account Planner: Alistair Green

Client: Levi Strauss Europe

Brand/Product: Engineered Jeans

Marketing Director: Kenny Wilson

Media/Brand Manager: Fredrik Carling

Levi's - Filmic launch The media strategy used to launch Levi's new youth-targeted brand, Engineered Jeans, ran across eight European markets and managed to deliver higher-than-planned unit sales in every region.

The campaign that turned Twisted jeans into a modern classic for young consumers involved a multimedia approach.

Interest was established weeks before launch via magazine ads, backed up by a subsequent TV blitz which explored twisted love scenarios. This was then reinforced through a variety of outdoor media including 'firsts' such as City Boxes in the Netherlands and talking washroom posters in UK bars and clubs.

In addition, Starcom Motive created a pioneering partnership with Yahoo! using error pages and pop-ups.

Levi's has become a brand once again at the helm of the resurgence of denim as a fashion item.


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