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. The unscripted TV work features young people disclosing intimate thoughts and experiences that exemplify what is important to them. The concept is also being considered for international use, said sources.
Angelos said the agency is editing several additional TV spots from director Errol Morris to be added to the existing lineup in early December.
Levi’s executives were not available for comment.