BBH Asia Pacific has created an interesting website for Levi’s. Using Google Maps they turned denims into continents you can navigate. Moving from city to city you can discover a beautiful illustration overlaying the collection and unveil nonsense stories of a fictional (?) rock band. Read more…
To win the attention of the editor in chief of fashion magazines is getting more and more difficult, especially if you are not an high end fashion brand like Gucci or Dior. This said, I really like Levi’s PR execution in Belgium: to promote their collection to the top local fashion editors they sent out a very original lookbook. The idea is a pop-up closet that builds up and contains some collection’s items.
Smart and surprising. This is also a good piece of “interactive marketing” without the use of technology. Anna Wintour probably would not be impressed by such a PR tool, but younger editors will surely enjoy it. via Adsoftheworld
The iconic Levi’s 501 denim is back with a global communication campaign dubbed “Unbuttoned” that on the Web takes two shapes: one for the US and one for Europe.
In North America the site launched already a few weeks ago and it features a series of celebrities “unbuttoning” themselves in front of the camera by telling something about their lives or simply acting spontaneously (or silly, if you want).
In Europe the campaign of course explores the same concept but it involves locally relevant people taken from several different countries. Once again I have a strong feeling of dejavu when I see artists, musicians or celebrities in general confessing themselves or simply telling a story in front of a camera. The concept of “unbuttoned” could offers to many entry points, I feel that, at least for now, they’ve chosen just the safest way.
I’m (positively) impressed by the number of interactive project Levi’s is launching to push its Spring Summer Collection. After Copper Waste and Cut to Reveal You it’s time for Mix It Up coming once again from Asia/Pacific.
I know from experience how difficult it is to always come up with new visual ideas to present a denim collection. Levi’s did an interesting job with its latest Cut to reveal you website developed to present female Spring Summer Collection.
The innovative navigation system allows you to see the denim from four different points of view (front/back/left/right), plus you can see the fitting on the model while she walks. You can move around the screen using either the mouse or the keyboard and access a special area to zoom into the product details.
Sigh, what a sad discovery: sex sells for Levi’s. Strangely enough, this time is not about beautiful (almost naked) girls… since the collection to promote it’s the Spring Summer Lady Style, they’ve obviously decided to feature a bunch of sexy men and “some” female denim. I don’t like the site. Point n.1, I don’t know who did the casting, but the men are too slim (ok, this is personal taste Point n.2 product navigation is too weak. What if I want to see my next pair of denim (not really, since I work for Diesel… ) and not a strip-tease? I loved the Levi’s Copper Jeans site, but I can’t help complaining about this pointless locker room experience.
A beautiful Tv spot by BBH for Levi’s.LEVI'S
I know, maybe beautiful could sound like a banal definition, but it’s really what I think, it’s nice to watch, it shows Levi’s history in ’90 seconds and, on top of this, it has also a great soundtrack.
Who said Html can no longer play great design tricks? Look at the interface OgilvyOne has just developed for the new Levi’s Copper Jeans mini-site. As the copy on the homepage says, it’s a site which takes you back to the basics, with an extremely simple interface: just scroll down & right to explore the page and discover an underground world. Yes, even if I work for a Levi’s director competitor, I can just kudos for the great idea which, by the way, has also the capability to present the denim in a very detailed way.
We’re just ten days before Valentine’s Day, and we have a big problem: apparently Cupid has decided to resign and stop helping people falling in love and/or solving their problems with their partners. The situation is dramatic, someone needs to help… This is more or less the idea behind the Love Machine, an advergame Levi’s has just launched in Turkey (the agency is Manajans JWT). The design is nice and the game is worth playing a couple of times. The site is available also in English, so you don’t have to put too much of an effort to find your way as Cupid. The only negative aspect is that you are forced to register in order to play. Yes, for Turkish players there are prizes to win, but this isn’t always a valid trigger to make registration mandatory, especially if players cannot try the game first.
Levi’s mixes art and jeans in the new Fall/Winter Denim collection website for the Japanese market. Music is the theme that inspired the artists who contributed to the site. Every product section has its own soundtrack and peculiar illustrations. It’s very much a product site, too bad that all the copy, a part from the menu items, is in Japanese, it would have been interesting to see if they have been creative also with the denim description.
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