Hunt Lascaris TBWA addresses the sensitive subject of race in this
year’s poster campaign for Levi’s. One execution shows a hand with the
words, ‘we are not born racist’, scrawled on its palm, while another
shows six embryos - one of each from a reptile, a fish, a horse, a
human, a chicken and a pig. Five are identical, only the pig shows any
difference. For its press work, Hunt Lascaris continues the theme of
identification, this time on a social rather than a natural level. Five
different pictures of a coat hanger are presented, each representing a
different style of Levi’s jeans. A normal hanger is tagged ‘regular’,
while the wire is completely unravelled for ‘relaxed’ fit. In ‘loose’
fit, only the neck is partially unravelled.
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Country South Africa
Agency Hunt Lascaris TBWA
Client Levi’s
Writer Kristian Sumners (racism, embryo)
Art director Marc Lineveldt (racism, embryo) Grant Parker (hangers)
Typographers Grant Parker (embryo) Marc Lindeveldt (racism)
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