WINNER
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.
