Levi's - "Creek"

BBH

BBH London, Regno Unito

12238

Titolo	Creek
Agenzia	BBH
Campagna	Levi's 501
Cliente	Levi Strauss & Co.
Marca	Levi's
Data di Prima Diffusione/Publicazione	1994 / 3
Prodotto	Levi's 501
Settore	Abbigliamento uomo
Slogan	501. The Original Jean
Trama	Two young girls on a picnic with their straight-laced parents sneak off to watch a young man swimming in a creek.
Filosofia	BBH's solution for the 501 was to celebrate the authenticity of the Original Jean. Our aim was to focus on the 1950s when Levis 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.
Problema	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.
Tipo di Media	Televisione
Lunghezza	60 seconds
Market	Europe
Colonna sonora	Inside
Executive Creative Director	Sir John Hegarty
Agency Producer	Philippa Crane
Music	Stiltskin
Copywriter	Nick Worthington
Art Director	John Gorse
Director	Vaughan Arnell
Director	Anthea Benton