R/GA Celebrates Levi’s Sesquicentennial

NEW YORK R/GA retrieved facts and images from a rich archive of photographs, product advertisements and other historic materials to create an interactive time line in honor of the 150th anniversary of Levi Strauss & Co.

The microsite is accessible through www.levistraus.com, www.levi.com and www.dockers.com.

The primary navigation tool of the site is a stack of red cards, meant to remind users of Levi’s iconic red tab. Beginning in the 1850s and continuing to the present, each card corresponds to a particular decade. As the user clicks on a card, it morphs into a mural that reflects the spirit of the chosen decade.

For instance, the 1980s mural uses a digital clock-like font and features historic tidbits, like MTV was established in 1981 and Levi’s premiered its 501 Blues television campaign in 1984. As with every other decade, the mural includes letters from customers and celebrities as well as product, community and cultural information unique to the era. Users can also view print and TV ads from different decades.

R/GA, a New York-based Interpublic Group interactive shop, landed the assignment earlier this year without a review.