LEVI'S HIGHLIGHTS TALENT IN FALL CAMPAIGN
By Adnews Staff
Levi Strauss & Co. (Canada) Inc., based in Richmond Hill, ON, is focusing on the talent of Canadian youth in its fall campaign. The campaign, called "The Talent Show", uses Levi's "Make Them Your Own" tagline. Cinema advertising in Famous Players, Cineplex Odeon and AMC theatres in Toronto, Montreal, Vancouver, Calgary and Edmonton and television advertising on MuchMusic depicts teens performing various tricks at a Talent Show. Public transit buses in Toronto were wrapped with ads showing styles from the Levi's Red Tab fall collection. Advertising, handled by Toronto's Harrod & Mirlin/FCB, is being accompanied with media relations and a street program from Toronto's Apex Public Relations. Levi's Live groups are visiting university and college events, theatres and Original Levi's stores, looking for young people willing to show off a unique talent on the spot to win Levi's prizes. The groups carry a number of props, including a hula hoop, juggling balls, yo-yos, basketballs, cards and a microphone, to assist contestants in displaying their talents. Levi's fall campaign is a follow-up to its "Karaoke" campaign that ran this spring and summer, which also used cinema, television and transit advertising as well as a street program.