LEVI INTRODUCES LIVE PROGRAM
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. of Richmond Hill, ON has begun a new on-the-street and in-store program called "Levi's Live - Show Us Your Moves." Promotional workers will visit Original Levi's stores in Toronto, Montreal and Vancouver in April. They will encourage young people to "show their moves" by dancing, dribbling a basketball or manipulating a soccer ball. Consumers who show their moves will instantly win Levi's prizes. The program was created by Apex Public Relations of Toronto. Online consumers can enter a contest called Pick a Pocket at <http://www.levi.com> to win virtual prizes and Original Levi's Store gift certificates. The Pick a Pocket contest was created by Nine Dots of Toronto. The Levi's Live program is an extension of the company's spring advertising campaign for Flyweight jeans for men and Superlow jeans for women. One commercial in that campaign called "Crazy Legs" shows a young man walking down the street. His legs perform dance moves while his upper body remains still. In a second spot called 'Up & Down" a group of women pull on and off the same pair of jeans in a change room. The ads were created by TBWAChiatDay in the U.S. and adapted for Canada by FCB Toronto.