levis: the medium is the message

Martha Burkard & Kim Crawford

HistoryStarted in 1853 by Levi StraussOne of the worlds largest brand name apparel marketers3 brands; Levis, Levi Strauss Signature & Dockers

levistrauss.comIn 1969 a writer for American Fabrics magazine declared, "Denim is one of the world's oldest fabrics, yet it remains eternally young”

The Medium is the MessageArticle is about the creativity of their 2009 ad campaign“style for every story” print campaign

Richard Avedon uses people’s butts for the printsPrints 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)

Levi’s Creative Advertising

Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984

Adage’s top 100 ad campaignsThis is the jean that started it all

Levi’s Red Tab on JeansViral Videos: Jeans Jump‘Live Unbuttoned’

The New Spirit of DenimLevi’s newest campaign is meant to bring back the

spirit of denimContinuing with “every style has a story”

Latest Ad CampaignAmerica Go ForthWieden + 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 heritageWalt Whitman’s recording of his poem “America”

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