Levi Strauss begins Live Unbuttoned campaign
By Adnews Staff
Clothing company Levi Strauss Canada, based in Richmond Hill, ON, will begin a marketing campaign this week called "Live Unbuttoned" in support of its 501 brand of jeans. The Canadian campaign is part of an international initiative described by the company as the largest marketing program in the brand's history. "This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is contemporary and relevant to their lifestyle," said John Anderson, president and CEO of Levi Strauss. The campaign, developed by Bartle Bogle Hegarty, includes television, print online and outdoor advertising. The creative uses the theme of "unbuttoning yourself to escape from inhibitions and conventions." The campaign began with the release of three online videos on Youtube.com aimed at young males. Additional videos will be released through the summer. The television commercial that will run in Canada is called "Secrets and Lies." In it, two characters confess to a series of lies as they unbutton their jeans. The print ads also depict young men wearing 501 jeans in photographs intended to evoke the images Marlon Brando, James Dean and Paul Newman. The ads will run globally in various lifestyle magazines aimed at men. Canadian outdoor elements include street posters, billboards, transit shelter ads, decals and a wrapped streetcar in Toronto. A series of in-store activities will also begin in August. The online videos were developed by Cutwater, while other digital components were created by EVB and Ave A/Razorfish. The outdoor ads were handled by Ave A/Razorfish.