LEVI'S STREET PROGRAM GOES DOWNTOWN
By Adnews Staff
Levi Strauss & Co. (Canada) of Richmond Hill, ON is extending its spring "Make Them Your Own" advertising campaign with Levi's Live, a summer street program. Levi's most television and cinema advertisements depicted young people outfitted in Levi's spring and summer clothing singing Petula Clark's Downtown. The street program will pick up the sing-along theme. Marketers dressed in Levi's clothing will set up on the streets of Vancouver, Montreal and Toronto this summer with boom boxes, microphones and the lyrics for Culture Club's Karma Chameleon, Carl Douglas' Kung Fu Fighting, Shaggy's It Wasn't Me and Britney Spears' Stronger. Passing youths will be encouraged to sing one of the song for prizes including clothing, coupons and gift certificates. In addition to theatre lines, concert lines and street corners, Levi's Live groups will also visit Original Levi's Stores and various other retailers in each of the three cities. Advertising for Levi Strauss & Co. (Canada) is done by Harrod & Mirlin/FCB. The Levi's Live street program is being managed by Apex Public Relations with staffing handled by Free For All Marketing. All three of these companies are based in Toronto.