Campaign details
Advertiser: Levi Strauss & CompanyBrand: Levi JeansAgency: FCB West, San FranciscoCountry: Global
Objectives
Background
Levi's is the world's oldest and biggest denim brand. For nearly 130 years after Levi Strauss set up in San Francisco and made the first denim jeans, the business of denim was as straightforward as the jeans themselves. Levi's grew from workwear to the clothing of choice for the young and young at heart.
In 1996, Levi's sales reached $6.1 billion. However, in the following decades sales slumped to around $4 billion and doggedly remained there for...