Levi Strauss & Co.

3. Levi Strauss & Co. • Founded in 1853 • San Francisco, California Gold Rush • Dry goods business • Created the world’s first blue jeans

4. Levi Strauss & Co. sales Mid-90s 2002 time

5. BBH • Bartle, Bogle & Hegarty • Founded in 1982 • Clients include: Audi, Vodafone, Johnnie Walker, Axe/Lynx • Cannes Agency of the Year • Levi’s agency for 25 years • A reputation for producing “distinctive, vibrant, playful and rebellious” work with Levi’s • Over these 2 decades, has increased sales of Levi’s jeans by 800%

6. television commercials • Mass-market • Targeted • Visual & Auditory • Saturated/clutter • Habitual Switch-off • You can’t control who else advertises with you in the same time slot or before or after you • TiVo and Sky+

7. television commercials So, why does Levi’s still do it? • Long-standing advertising history • Well-integrated with print • Grown to include other media, particularly online advertising.

8. the brief Nigel Bogle CEO & Founding Member of BBH “This campaign is about thenew seasonallooks…..showcasing in a way that acknowledges it’scoming from the original, that this is what we are as Levi’s.We’re not trying to be anybody else. …..this business strategy as well as a communications strategy.

9. the brief Caroline Pay Creative Director “Receiving a brief for a campaign is always exciting. And when you get a Levi’s brief, you times that by ten…..Reinstate Levi’s as the original jeans”

10. the brief Steve Wakelam & Dean Wei Art Directors “Show the history, but keeping it sexy, playful, fun and engaging……What big thought could Levi’s have that could run for the next 5 ,10 years…..Levi’s as the change-maker.”

11. dangerous liaisons • Shot in Prague • Launch with the Spring Collection ‘07 • Idea The brand has evolved over the decades, with new innovations that defined the look of the period, but has always found inspiration in its heritage.

12. Title: “Dangerous Liaisons (60 secs)” Agency: BBH, LondonCreative Director: Caroline PayAgency Producer: Davud KarbassiounArt Director: Steve Wakelam (art direction), Dean Wei (typography)Production Company: Rattling StickDirector: Ringan LedwidgeProducer: Sally HumphriesDP: Alwin KuchlerPost Production: The Mill, LondonAudio Post: Aaron Reynolds @ WaveOffline Editor: Richard Orrick @ WorkMusic: "Strange Love", by Little Annie www.rattlingstick.com

14. dangerous liaisons Launch • 12th February 2007 • First in Spain, subsequently across Europe Tagline • “from” the original • This idea is encapsulated in the new brand endline:"New From the Original”

15. dangerous liaisons Integrated Media Lateral (Interactive agency) • Spring ’07 collection • Moonbathing Effectiveness Net income increased 24 % to $61million Awards • 2 Cannes Lions 2007 (Gold & Bronze) • CLIO Awards, 2007 (Bronze) • Nominee for The Conch for 2007 Commercial of the Year

16. my take on it

17. possible improvements • Lack of follow-up information • Failed to fully ride on the success ?

18. thank you Once I had a strange love, a mad sort of insane love, a love so fast and fierce, I thought that I would die. -’Strange Love’ by Little Annie (music for Dangerous Liaisons)