Download - Sherms Tvc Presentation Levis
• Founded in 1853• San Francisco, California Gold Rush• Dry goods business• Created the world’s first blue jeans
Levi Strauss & Co.
Levi Strauss & Co.
time
sales
2002Mid-90s
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%
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+
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.
the brief
Nigel Bogle CEO & Founding Member of BBH
“This campaign is about the new seasonal looks….. showcasing in a way that acknowledges
it’s coming 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.
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”
the brief
Steve Wakelam & Dean WeiArt 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.”
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.
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
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”
dangerous liaisons
Integrated MediaLateral (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
my take on it
Criteria Out of 10
Freshness/Originality 6
Execution 9.5
Impact 10
Credibility 6
Relevance 9
Appeal 8.5
Consistency 9
Rewatchability 9
possible improvements
• Lack of follow-up information • Failed to fully ride on the success ?
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)