Vaughan Arnell
Director at GOLDSTEIN
London, 英国
标题Planet
广告公司
广告战役 Levi's 501
广告主 Levi Strauss & Co.
品牌 Levi's
首次发布日期
产品 Levi's 501
行业领域 服装
广告口号 The only jeans in the universe cut from 01 denim. 501. The Original Jean.
剧情简介 A spaceship lands beside a futuristic house and a beautiful woman in a pair of Levi's 501s steps out and hands a man the keys.
哲学 BBH's solution for the 501 was to celebrate the authenticity of the Original Jean. Our aim was to focus on the 1950s when Levi’s 501 was adopted as a badge of youth rebellion and cool. We developed a Mythical America far from contemporary reality and captured the enduring values of youth: sex, rebellion, freedom and individuality whilst luxuriating in product detail. The brand territory we identified for Levi's was Originality and the Big Idea was The Original and Definitive Jean, a positioning which Levi's still adheres to today.
问题 When Levi's first came to us in the early 1980's the denim market was in decline. There was no brand leadership in the market and Levi's were seen as old persons jeans. Being an American brand, Levi's was associated with Ronald Reagan, Dinasours of Rock and fat tourists. In product tests, consumers found Levi's 501s unattractive.
媒体类别 电视
长度
市场 Europe
Soundtrack Space Man
执行创意总监
文案
美术指导
广告公司制片
导演
导演
音乐

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