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Executives at Levi Strauss & Co. have shown they are increasingly willing to look outside of their main agency for creative assignments.
Recently, they turned to Asylum, a small San Francisco startup, to create three mini-movies, each with a branding twist.
Levi’s lead agency, Foote, Cone & Belding in San Francisco, was not directly involved in the projects, sources said.
One video, designed to give department store sales clerks information about Levi’s Slates dress pants, even features a character from FCB’s TV ads for the Slates brand.
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