TBWA/C/D, Levi's Change Gear

Agency, Client Will Stick With Single Identity
SAN FRANCISCO–Levi Strauss & Co. is planning to make its new “What’s true” effort from TBWA/Chiat/Day the “umbrella” campaign under which the Levi’s brand will evolve.
The new approach replaces the strategy in which campaigns were developed every two or three months based on a variety of concepts.
“It appears we’ve finally given them an identity,” said Peter Angelos, executive creative director at TBWA/Chiat/Day in San Francisco. “We’re telling them, ‘You must rightfully stand here.'”
Rob Smiley, creative director and art director on the campaign, said Levi’s executives now “understand that they need a foundation–not a groovy tagline–to hang things off of, to communicate what they’re about.”
Eight TV spots in the estimated $8-10 million effort broke last week, and a nationwide outdoor “placard” campaign breaks today.