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Levis: The Medium is the Message

Levis: The Medium is the Message. Martha Burkard & Kim Crawford. History. levistrauss.com In 1969 a writer for  American Fabrics  magazine declared, "Denim is one of the world's oldest fabrics, yet it remains eternally young”. Started in 1853 by Levi Strauss

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Levis: The Medium is the Message

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  1. Levis: The Medium is the Message Martha Burkard & Kim Crawford

  2. History levistrauss.com In 1969 a writer for American Fabrics magazine declared, "Denim is one of the world's oldest fabrics, yet it remains eternally young” • Started in 1853 by Levi Strauss • One of the worlds largest brand name apparel marketers • 3 brands; Levis, Levi Strauss Signature & Dockers

  3. The Medium is the Message • Article is about the creativity of their 2009 ad campaign • “style for every story” print campaign • Richard Avedon uses people’s butts for the prints • Prints reflect what the person does • “How you wear your jeans, the style you wear and how you distress them is very personal,” Thomas Hayo (creative director)

  4. Levi’s Creative Advertising • Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984 • Adage’s top 100 ad campaigns • This is the jean that started it all • Levi’s Red Tab on Jeans • Viral Videos: Jeans Jump • ‘Live Unbuttoned’

  5. The New Spirit of Denim • Levi’s newest campaign is meant to bring back the spirit of denim • Continuing with “every style has a story”

  6. Latest Ad Campaign • America Go Forth • Wieden + Kennedy ad firm that developed Levi’s new ad campaign. (they also worked for Nike’s ad campaign) • Bring back the Levi’s strong brand heritage • Walt Whitman’s recording of his poem “America”

  7. References • http://www.levistrauss.com/Heritage/History.aspx • http://creativity-online.com/work/levis-the-medium-is-the-message/10451 • http://www.creativereview.co.uk/cr-blog/2009/june/levis-go-forth • http://www.nytimes.com/2009/06/30/business/media/30adco.html?_r=1

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