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Levi's is trying on a simple, straightforward message in its first big push since reuniting with longtime agency FCB (and also hiring The House Worldwide) in February.
Unveiling a global campaign tagged "Live in Levi's," the iconic brand is using print ads and posters to show twentysomethings strolling around, cavorting and generally enjoying life while clad in Levi's denim. Copy lines include "A classic since right now," "Fall head over heels" and "Look good on your way to what's next."
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