Relegated to the bargain bins and labeled as the go to “Dad Jean” Levi’s men’s range couldn’t hold a stitch to its once iconic and revered reputation that it had worked so hard to build through the ages. So they decided to discontinue some of their straight cuts and introduce a few new stylish, more-tapered options.
They wanted a POS campaign that could be easily installed and removed from their various stores without too much complication.
We offered them three core ideas to leverage their line “Live in Levi’s” off. Designed as a broadsheet, magazine that are found in many trendy fashion outlets – we came up with a look, feel and concept that would fit them perfectly.