Levi's readies global 501's drive

FMCG

Ed Kemp

September 09, 2008

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Levi's readies global 501's drive

LONDON - Levi's is targeting a new generation of jeans-wearers through its first global marketing campaign for its iconic 501 brand. It will also be 501's first marketing activity in more than four years.

The TV element includes four ads created by Bartle Bogle Hegarty: 'Unbreakable', 'First Time', 'Guitar' and 'Secrets & Lies'. The ads broke in the US last month, and will air in Europe from 15 September.

Online work created by EVB and Duke/Razorfish will feature the same ads. They will run on a campaign website, which will also carry be-hind-the-scenes footage.

The outdoor element, 'Live Unbuttoned', rolls out across Europe next week. Ads feature British band Snish's lead singer Josh Beech, and will appear in London districts including Camden and Soho. Print ads will run from October to December in style magazines including Dazed & Confused, i-D and Vice.

A raft of experiential activity intended to drive online traffic will run in locations across Europe in the week before the full campaign launch.

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Marketing

Advertising