A Walk on the Wild Side

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Low rise meets the low life in the first advertising for Levi’s from Bartle Bogle Hegarty in New York—five print executions that will break in August magazines.

The idea is to inject some sexiness and a feeling of rebellion into the Levi’s brand image. “We’re flirting a little more with the dark side of town,” says Thomas Hayo, executive creative director on the $60 million account.

The sensibility dates back to the original wearers of Levi’s, unconventional folks who chose to adopt the denim pants worn at the time only by workmen.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in